Short List
Product / ServicePAVING PAINT
CategoryA02. Premiums & Giveaways
Entrant Company:LEO BURNETT Melbourne, AUSTRALIA
DM/Advertising Agency:LEO BURNETT Melbourne, AUSTRALIA


Name Company Position
Jason Williams Leo Burnett Executive Creative Director
Andrew Woodhead Leo Burnett Creative Group Head
Eamonn Dixon Leo Burnett Copywriter
Justin Nagorcka Leo Burnett Art Director
Richard Walker Leo Burnett Art Director
Amanda Nicoll Leo Burnett Account Director

The Brief

There’s a war going on in every Australian home. A war for personal space. A war that many men are losing, no matter how hard they try.

Creative Execution

Man Space. To show men the potential that lies in their own backyards, we transformed some concrete outside another female stronghold. – the shopping centre. And not just any shopping centre, the largest one in the southern hemisphere. It attracts upwards of 50,000 people per day (1/3 against their will). We marked the ground with our product and filled it from the paint up with man stuff, creating a refuge from shopping and helping men realize there was still a place that they could call their own. A bag full of goodies was distributed to the men that directed consumers to paint stores where Berger is sold and also to the Berger website.

Describe the creative solution to the brief/objective.

Outside concrete. Where some might see a grey, unused, boring backyard patio, we see an opportunity for men to reclaim some space.


Over 10,000 men visited the Man Space each day, taking refuge from women, shopping and store assistants. More than 50,000 man bags were taken home with plans, product information and tips on how to build their own Man Space at home. And lastly, their wives, girlfriends and partners soon realized to that a space for outside wasn’t a bad idea.