Problem: How can you advertise in retail stores that have no advertising space because of housing thousands of competitive products? Solution: Package rocks, twigs and leaves as retail products and place them in the store space available - the product racks and shelves! These items showed customers that unless you buy the The North Face gear, you'll have to depend on these to survive outdoors. Results: Customers were instantly drawn to the merchandise. (Some even wanted to buy them?!) Better still, purchase of the The North Face products increased by 38%. Not bad for a campaign built on twigs, leaves and stones.
Advertising Agency: Saatchi & Saatchi Manila, Philippines Creative Directors: Andrew Petch, Tony Sarmiento, Raoul Floresca, Trixie Diyco Art Director: Janette de Veyra Copywriters: Paolo Agulto, Maan Agsalud Agency Producers: Rodel Quitain, Dennis Obienvia adsoftheworld.com