Results and Effectiveness

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. One lucky man won himself the ultimate Man Space. And lastly, their wives, girlfriends and partners soon realized to that a space for outside wasn’t a bad idea.

Creative Execution

There’s a war going on in every Australian home. A war for personal space. A war that many men are losing. Where some might see a grey, unused, boring backyard patio, we see an opportunity for men to reclaim some 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.

Insights, Strategy and the Idea

The product was paving paint, a tough category and difficult product when trying to engage consumers. Our brief was to find a relevant and new way to communicate the benefits of Berger Paving paint to blokes. In addition, our budget was small and our instruction was to use cheap out-of-home media. We not only wanted to demonstrate the transformation that paving paint can make to concrete but also demonstrate how this can impact greatly on the lifestyles of guys.