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Better Neighbourhood

Published/Aired: 
November 2007
 Better Neighbourhood

Description

Mobile billboards were parked around Jo’burg and Cape Town. Each billboard was then vandalized. This communicated the idea that Property24.com helps people find their ideal neighborhood.

Advertising Agency: Ogilvy, Cape Town, South Africa
Creative Directors: Chris Gotz, Gordon Ray
Art Directors: Jennifer Macfarlane, Wayne Nestadt
Copywriter: Cuanan Cronwright, Kelly Putter
Illustrator: Alexi Mccarthy
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Mr Hughes's picture

Well, that's one way to make people feel shit about where they live.

Mr Hughes
Activity Score 386
Copywriter
ars555's picture

it was really vandalized or it was "vandalized"??

ars555
Activity Score 16
Art Director at Leo Burnett Mexico |

:: aRs ::

ivan's picture

I believe they faked it.

ivan
Creative Director at Ads of the World
Wordnerd's picture

faked 100%. if this was real, the headline would be the first thing vandalized.

Wordnerd
Activity Score 6692
Copywriter
Don Draper's picture

Creatively I like this but it seems to be one of those ideas that are too clever for its own good. The message might go totally unnoticed by the average consumer.

Don Draper
Activity Score 144
Creative Director
Jet Propulsion Lab's picture

It's like leaving a fresh steaming pile of shit on someone's doorstep and telling them they'd better pack up their stuff if they don't like the smell.

People generally don't like being told how bad their neighborhood is. They don't need a complete stranger rubbing it in their face. They're living it.

This is a pretty low tactic to get the message across.
Creative? Maybe. But it won't help paint the good image for the client whatsoever...

Jet Propulsion Lab
Activity Score 10679
Copywriter
J.Zdaniuk's picture

I agree, this was my first impression also. It's like a clothing store using a mirror to show you how shitty you look, but rigging it to make you look worse like "fun house" mirror style to get you to feel insecure enough to feel you not only want, but really NEED their help. It's like hey if you didn't already know it you doing shitty on your own you need our help, and we'll provide it for a fee.

hat the Puck am I doing here?

J.Zdaniuk
Activity Score 74
Art Director at LOWE GGK |

What the Puck am I doing here?

panasit's picture

And the people who lived in the neighborhood where they pull this stunt doesn't beat the living crap out of them because....?

You know, for real estate guys they obviously have no idea how much some people love their home and where they live.

panasit
Activity Score 687

-Tung
--good idea is enemy of great idea

jobo's picture

This is clever. I like it.

jobo
Activity Score 99
Argentina
xhp's picture

Hahah of course it was "vandalized", but vandalizers thought it was pretty gentle to let the message seen by everyone, of course :x

xhp
Activity Score 543
Computer graphic designer |

xhpdesign.com

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