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Drunken Direction Signs

Agency Network: 
Published/Aired: 
March 2011
First Floor Bar and Restaurant:  Drunken Direction Signs
First Floor Bar and Restaurant Ambient Ad -  Drunken Direction Signs

Description

Objective: ‘First Floor’-a pub located in Asia’s largest IT hub Nehru Place, Delhi. Around 2 million visit this marketplace everyday. Despite this large plausible customer base ‘FIRST FLOOR’ remained lost amongst zillions of shops. The challenge was to make consumers take notice of ‘First Floor’ and direct them to it.

Creative Solution: Nehru Place is infested with billboards and posters. The regulars have learnt to ignore them. These have turned into blind spots. Any traditional medium would just not have attracted any attention in this environment. So we got the Human Direction Signs drunk ! For one week, everyday 7 human direction signs, pretended to be happily passed out at variuos places across the market, with t-shirts stating the ‘distance’ and ‘direction’ to ‘First Floor’.

Result: This unusual sight was hard to miss. On a hot drab afternoon this quirky vision attracted several people towards it. Passerbys took a break, relating to the visual of the happy drunken tippler, some following these milestones right up to the pub. The bar became a topic of discussion amongst the crowds and began attracting consumers as an availble hangout destination. ‘First Floor’ reported a 62% increase in footfalls within a fortnight. The drunken direction signs were much talked about and the pub has got an excellent word of mouth publicity going on till date.

Ambient advertisement created by McCann, India for First Floor Bar and Restaurant, within the category: Food.

Advertising Agency: McCann Erickson, New Delhi, India
Regional Executive Creative Director: Prasoon Joshi
Chief Creative Directors: Ashish Chakravarty
Creative Directors: Tirtha Ghose, Nakul Sharma
Art Director: Partha Sengupta
Copywriters: Annie Napolean
Photographer / Cameraman: Biplob Sardar
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Highest Rated

Prasad Weerasekara's picture

Hey...hey.... funny & good. very interesting..... Love it.... :-)

Prasad Weerasekara
Activity Score 657
Prasad Weerasekara's picture

Hey...hey.... funny & good. very interesting..... Love it.... :-)

Prasad Weerasekara
Activity Score 657
antoniobac's picture

funny but it might be a bit negative to use passed out people on the street

antoniobac
Activity Score 192
PUCP
TommyO's picture

"...and the pub has got an excellent word of mouth publicity going on till date."

Excellent? Really?

TommyO
Activity Score 1866
Copywriter |

That's me!
http://resiseymilim.wordpress.com

Cordudoy_Boy's picture

I dont like the arrow.

Cordudoy_Boy
Activity Score 62
Videographer at Cinélande
puppiepoppy's picture

What's all the fuss about?!! Why can't they get those 'drunken' guys (or even promo girls) to just walk about with a placard showing the address, etc and hand give out leaflet, etc. Nothing beats the traditional way of advertising in this case. Having a so called 'interesting idea' doesn't mean that's most effective. Probably they would like to impress the Award juries but then again, this is nothing fantastic.

puppiepoppy
Activity Score 1634
Creative Director |

www.michaelwongcc.com

observant vicky's picture

I like this demonstration....a clever way to get the attention of target Piykkads...

observant vicky
Activity Score 194
Copywriter
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