BWM seeks ‘ass kisses’ in provocative new campaign for Gregory Commerical Furniture
Belgiovane Williams Mackay has launched a provocative teaser campaign for Gregory Commercial Furniture Australia for its new office chair that is set to revolutionise the office furniture industry.
The brief asked BWM to develop a teaser campaign to appeal to furniture professionals, such as interior designers and architects, which would cut through the clutter of furniture and design magazine advertising. The print campaign drives the target audience to “Get your ass kissed” via registering for further information at a specially created website.
The print ad, in INDESIGN magazine, features the headline “Under every great worker there’s an ass kisser” with a call to action to the website.
The website has additional ass-kissing headlines, including “Was that an earthquake or did you just rock my world?”, as well as providing users with the option to sign up and receive more ass kissing via electronic direct mail in the lead up to the product being revealed during August.
BWM executive creative director Rob Belgiovane (left) said: “We enjoy working with organisations that think and develop in interesting ways. It mirrors our own philosophy. Because of that, this project was a lot of fun.”
Gregory Commercial Furniture Australia marketing manager Maree Draper said: “I believe the campaign will give our industry another perspective to view our products other than purely aesthetics. We wanted an emotional involvement from our customers and I believe this campaign cuts to the essence of what we are about.”
The campaign, which launched this week, will run for three months. The new chair and its technology is currently confidential and will be revealed in August.
Creative Credits:
Art Director: Matt Ennis
Copywriter: Daniel Barrett
Digital Art Director: David Cashin
Web Developer: Lyndel Thomas
Senior Developer: Makis Tracend
Senior Planner: Sarah McDonald
Account Lead: Sophie Bogdan
4 Comments
So there’s a donkey kisser under workers? Wow, who would have thought.
I thought in Australia it was arse – not ass.
Are you tired? Cause this ad’s been running through my mind all day. Love it. Great copy, a lot better than my attempt.
Creative yet suggestive, the ad really works though in terms of recall 🙂