Title | MAN SPACE |
Brand | BERGER |
Product / Service | PAVING PAINT |
Category | A01. Event & Field Marketing |
Entrant | LEO BURNETT Melbourne, AUSTRALIA |
Entrant Company: | LEO BURNETT Melbourne, AUSTRALIA |
Sales Promotion/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 |
Amanda Nicoll | Leo Burnett | Account Director |
Richard Walker | Leo Burnett | Art 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. We knew there was a place that man could call their own. We just needed to show them where it was and demonstrate how they could claim it – by painting it with Berger Paving Paint. Barring that, we gave them a chance to win their very own 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. They even entered a competition to win a Man Space and took home a Man Bag full of inspiration and product information.
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.
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.