The British can be so cheeky!

May 19, 2010 at 12:03 pm Leave a comment

In London, four naked men and women recently took to their morning commutes with only shoes and strategically placed handbags or briefcases. The nudes traveled on escalators and rode the tube as though their lack of suitable attire was completely normal. The stunt caught tube goers attention very effectively as part of a campaign to publicize a new British mini-series entitled The Naked Office, which debuted the following night.

Unlike pre-produced 2D advertising, performers are able to dramatize a message in a way that can significantly increase attention and interest. Also referred to as ‘street theater’ or ‘performance advertising’ (depending on your context),  these pieces are returning to the traditions of magicians, storytellers, puppeteers, acrobats, and mimes. Fundamentally the naked commuters in London were people trained to mesmerize crowds in order to communicate a specific idea. Of course, live performances themselves are limited because they are only viewed by a select number of people, but they are excellent catalysts for word-of-mouth communication and viral advertising which dramatically extends the potential audience.

May 19’s daily design idea is try propagating your messages by using people as performers.

UPDATE: Another great example of performance advertising! Check out Improv Everywhere’s latest mission, performed in collaboration with NYPL, to raise awareness about New York City Library’s perilous state in the face of potentially record-breaking budget cuts.


Entry filed under: Quentin Regos. Tags: , , , , , , , , , , , .

Conjoined seating. An invitation to smash (or at least try).

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