Execution

THE PROBLEM: AXN wanted to promote the new series of television show ‘House’, starring Hugh Laurie, as the outspoken doctor, in ‘expat’ areas around Saigon (HCMC) Vietnam, in a cost effective and unusual way. THE SOLUTION: Vietnam is home to some 3 million motorcycles. As part of their daily ride, most motorcyclists wear face masks to provide some relief from the dust and two stroke fumes that consume the busy streets. The agency thought, what if somehow this urban icon and unused medium could be utilised as an effective and arresting piece of visual communication? THE IDEA: Face masks made to look like surgical masks given out to motorcyclists and pedestrians. The face masks carry the line ‘House. Every Mon, 10pm. See it first on AXN.’ This simple and engaging idea uses an untapped medium in a new and relevant way.