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Cold in a Theater? Try Being Homeless
By: Dwayne W. Waite Jr.
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It was once said that most advertising is awful. Unfortunately, there is some truth to that statement. Whether the advertising was meant to be intentionally deceptive or misleading, or the people creating the advertising simply did bad work, the combination seems to overpower the calculated, researched activities.

But when a good activity happens, it is fun to see.

This "Moment in Good Advertising" is brought to you by FiftyFifty, a gallery based in Dusseldorf, Germany. It is a gallery based on helping the homeless and less fortunate. The gallery wanted to show its moviegoers the harsh conditions of living on the streets by using guerilla marketing. FiftyFifty enrolled the help of Havas Worldwide to get the job done.

The team lowered the AC in the theater to 46°F and passed out blankets to the movie patrons. Then, before the movie started, they showed interviews of homeless people who were asked about what they thought of the marketing tactic and the "cold" in the theater. One man mentioned that the temperature in the theater was "cozy."

The blankets then had a QR code where people were able to go to a site and donate money on the spot to help the homeless.


Great use of the environment, previews, and QR codes. Well done.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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