SUB CATEGORY :

GUERILLA MARKETING

COMPANY ENTERING :

MULLENLOWE SINGAPORE, SINGAPORE

ENTRY TITLE :

HUNTSMAN CONDOMS

BRAND :

PETA (PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS)

ADVERTISER :

PETA (PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS)

AGENCY :

MULLENLOWE SINGAPORE, SINGAPORE

EXECUTIVE CREATIVE DIRECTOR :

ERICK ROSA

COPYWRITER :

GUY LEWIS

ART DIRECTOR :

FABIO SANTOS/MARTIN COPPOLA

ACCOUNT DIRECTOR :

GONZALO OLIVERA

ACCOUNT MANAGER :

FAN YANG

ACCOUNT EXECUTIVE :

CARA FOONG

HEAD OF INTEGRATED PRODUCTION :

JONATHAN GERARD

EDITOR :

ADAM SNYDER

AGENCY PRODUCER :

JACQUELINE WONG

SPECIAL EFFECTS COMPANY :

EMOXIS, SINGAPORE

ANIMATOR :

EMOXIS

SOUND PRODUCTION COMPANY :

NEON SOUND, SINGAPORE

SOUND DESIGNER :

NEON SOUND

PRINT PRODUCTION COMPANY :

TEO STUDIO, SINGAPORE

PHOTOGRAPHER :

ALVIN TAN (TEO STUDIO)

ILLUSTRATOR :

NATASHA HELLEGOUARCH (FREELANCE)

WEB DESIGNER :

LEANDRO REIS (FREELANCE)

THE BRIEF :

AFTER THE MURDER OF CECIL THE LION BY HUNTER WALTER PALMER – THE WORLD WAS VERY ANGRY WITH RECREATIONAL HUNTERS. PETA WANTED TO ORCHESTRATE A GESTURE THAT WOULD GENERATE SOME MUCH-NEEDED HUMOR AROUND THE SITUATION - REINFORCE THEIR STANCE TOWARDS RECREATIONAL HUNTING AND HIGHLIGHT TO THE WORLD THAT HUNTING IS PASSED ON FROM GENERATION-TO-GENERATION.

THE STRATEGY :

PETA KNEW THAT THE BEST METHOD TO DISTRIBUTE THE CONDOMS WAS TO REMAIN ANONYMOUS AND INVENT A BRAND. THEY RESEARCHED ADVERTISING TRENDS IN THE HUNTING COMMUNITY TO CREATE A BRAND OF CONDOMS THAT WOULD MOST APPEAL TO HUNTERS. THE MARKETING OF THE CONDOMS WAS DONE IN A WAY THAT APPEALS TO THE HUNTING COMMUNITY – USING TONALITY, LANGUAGE AND DESIGN THAT IS RELEVANT TO THEM. FINALLY, PETA DETERMINED THE BEST LOCATION TO HAND THEM OUT WOULD BE THE WORLD’S LARGEST HUNTING EXPO – THE GREAT AMERICAN OUTDOOR SHOW.

THE EXECUTION :

AN UNDERCOVER FILM CREW WORE HUNTSMAN BRANDED CLOTHES AND MANAGED TO SNEAK INTO THE EVENT WITHOUT PERMISSION. THEY WERE ABLE HAND OUT A FEW HUNDRED AND FILM THE REACTIONS OF THE HUNTERS. TO SUPPORT THE STUNT THEY PRODUCED A FILM, WEB ADVERTISING AND GOT SOCIAL MEDIA ENDORSEMENTS TO CREATE ONLINE ENGAGEMENT.IN ADDITION PETA MAILED THE CONDOMS TO FAMOUS HUNTERS GLOBALLY. FINALLY, THE PRANK WAS REVEALED ON THE 14TH OF APRIL 2016 ON PETA’S SOCIAL MEDIA.

THE RESULT :

HUNTSMAN CONDOMS TURNED OUT TO BE A HUGE HIT WITH HUNTERS AT THE EXPO–THE COMPANY WAS CONTACTED BY MULTIPLE DISTRIBUTORS INTERESTED IN THE PRODUCT AND THOUSANDS WERE DISPENSED. THE PRANK WAS REVEALED ON THE 14TH APRIL 2016 AND GENERATED 378,000 VIEWS – LEADING TO MASSIVE PRESS COVERAGE WORLD WIDE, WHICH YIELDED 3,088,424 USD OF FREE MEDIA. MORE IMPORTANTLY IT GAVE THE WORLD THE CHANCE TO MOCK RECREATIONAL HUNTERS, KEPT THE ISSUE OF SUCH AN ABHORRENT ACTIVITY IN THE PUBLIC EYE,AND ENCOURAGED ALL TO CONSIDER THAT IT’S PERHAPS BETTER NOT TO TEACH YOUR CHILDREN HOW TO HUNT.