|Product / Service||PAVING PAINT|
|Category||A02. Premiums & Giveaways|
|Entrant||LEO BURNETT Melbourne, AUSTRALIA|
|Entrant Company:||LEO BURNETT Melbourne, AUSTRALIA|
|DM/Advertising Agency:||LEO BURNETT Melbourne, AUSTRALIA|
|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|
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.
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.
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.