Berger and Leo’s builds the ultimate Man Space outside Australia’s biggest shopping centre
July 25 2011, 9:34 am | | 28 Comments
There’s a war in every Australian home. A war for personal space. A war that many men are losing. The solution was simple: concrete. While some might see the backyard patio as a grey, unused, boring slab of concrete, Leo Burnett Melbourne saw an opportunity for men to reclaim some personal space. The agency found Australia’s ultimate Woman Space (our biggest and busiest shopping centre) and built the ultimate Man Space right outside.
28 Comments
Funny shit. Nice one guys.
Fresh take on paint. Like it. Tough product.
The only thing that would make this better is if only it was a permanent fixture.
Well done.
ha ha – nice case study lads
It’s pretty dumb, unoriginal and boring really.
I generally like the idea but what I don’t like is the way this idea dumbs men down. It’s a strategy that was worn out a long time ago.
Really really like this. Hard to make paving paint funny. Triple points for degree of difficulty.
Love the insight and the term ‘man-apes’…
man-apés. nice one.
Shit. Getting those music rights would have been expensive. The last time I dealt with ACDC is was 6 figures. Hats off.
I’d stop for a Manape’. Works at Bunnings every time. Well done guys!
Good insight. Fresh.
10:52 said it.
LAME – use your brains to concept, not your award books.
I agree with 11.28. I’ve worked on a particular paint brand for the last 5 years and I wish they’d do something like this. Instead we churn out the same tired ads that say nothing different from the competition. Well done for finding something new to say, and for saying it.
Getting guys excited about painting. Something they hate. Good approach.
A real, experiential outdoor piece with more than one purpose. I’d say that’s a lot better than LAME. It’s closer to brillaint.
A place for blokes to hang out while their wives shop to sell paint… Even Anonymous has gotta like that.
Up there for thinking. Young creatives take note. This is what good marketing is all about. Paving paint is as dull as ditchwater, so you have to use a bit of ingenuity, not just to make it interesting but to create a whole new world of opportunity by shifting established thinking. Hats off to all involved. Hope the effort gets results. Forgive me for pushing the thought, but if Berger were to do a joint venture with a gazebo/porch/shed/extensions company…
Staggering amount of work from the agency employees to talk this up.
Must be a HUGE market we’re talking here…Women shopping in Chadstone crossed with man-apes who might be inspired to paint just because they’ve had a snag, a putt, and a read of some pseudo-porn magazines in a carpark.
F’n give me a break.
if you’re impressed with this, you need to get out more.
And ‘painting’ guys as dumb-dumbs like this is so, so yesterday.
Not an epic fail.
Worse than that, it’s a really small, really dull, really misguided one.
Wowie 3.46… calm down, it’s a bit of fun which i bet blokes (and their wives) loved. Would like to see how you’d go about selling concrete.
3.46 You have just ‘painted’ yourself as the ‘dumb-dumb’
So I’m a little late to the paint party. But if I can stick my two cents in, I reckon this is a really nice way to engage blokes, capture their ‘usually-hard-to-get’ attention and talk to them about something they’d never stop and think twice about otherwise. So in my book – job done!
Smart experiential marketing idea. Executed in a fun, real way. That’s all it claims to be, and it does it very well. Well done.
The agency talking up their own stuff? This hasnt been leveraged at all. Whats the point of doing this activation if its not leveraged – sure not for the 2000 people who saw it at the shopping centre – please.
Really terrific. Jase Williams, you should be proud.
For the haters
http://www.bestadsontv.com/ad/38297/Berger-Paints-Man-Space
This idea has been taken out of the old beer ad work drawer, and then applied to all things paint.
Problem is it was put in the old work drawer in 1997 and society has changed in that time, us Aussie blokes are cultured and stuff now (writing whilst farting, and whiping my snotty nose on my sleeve) faird’inkum