The spare underwear
Issue 21 | December 2011
Agency
Publicis Brazil
Creative Team
Copywriter: Luis Felipe Figueiredo ; Art Director: Rodrigo Panucci ; Creative Directors: Hugo Rodrigues, Denis Kakazu
Production Team
Agency Production: Rita Vilarim, Thiago Loureiro ; Photographer: Fábio Bataglia
Other Credits
Account Team: Fernando Silva, Cesar Arantes, Marcus Nakata, Melissa Gamoeda
Date
May 2011
Background
Hopi Hari is Brazil’s largest theme park.
They have held the Hora do Horror event every year for the last ten years and wanted to create buzz and excitement around the 10th anniversary show, which was even bigger and scarier.
Idea
To suggest quite how frightening the 2011 show was, journalists and bloggers were mailed a fresh set of underpants with the message, “Horror Hour, the 10th Anniversary. Better come prepared”.
Along with the gift was an explanation and an invitation to visit Hopi Hari.
Results
200 bloggers who specialised in entertainment were mailed the underpants. 175 of them attended the opening event.
In under 24 hours, the mailing had generated over 2,500 comments and shares in all social media with hundreds of tweets and re-tweets about both the mailing and the event.
Our Thoughts
We occasionally see packs based on the insight that the product will scare the bejeezus out of you, most notably FCB Melbourne’s mail pack for the Suzuki GSX-R1000 featuring a pair of large testicle implants (Caples, 2009). What makes packs like Publicis Brazil’s ‘spare undies’ clever is the need for the consumer to complete the loop in the story. And it’s funny because it’s a poo joke.