Toilet Art
This is an exhibition we did on behalf of one of our clients, Mega Life Sciences, who are launching Goezy, a brand of laxative. We decided to avoid the usual conventional above-the-line campaign, something the client couldn’t really afford, and instead advertise the brand through an art exhibition. Several artists were asked to interpret the theme of ’struggle’ using toilet paper as a medium. Half a dozen artists worked on the project over a period of several months, and this was the result. The exhibition was held two weekends ago at the Artway Gallery in Nugegoda. Here are a selection of the pieces:
Breathless
Burden
Clutches
Grimace
Escape
Gut Attack
Tempest
Wriggles
Throes
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Brilliant Idea… hats off!
impressive. love the gut attack and wriggles. how did you create awareness about the exhibition itself? and did you follow it up any other activities?
I liked the “Burden”. Good stuff
Machan right up RD’s alley! Figuratively speaking. Nice idea, nice.
great idea for a laxative. but how does this connects to your target audience? one, there is reach like delilah said, and two, aren’t laxatives largely new to the SL market? correct me if im wrong (or redirect me if i’m right) but these visuals seem targeted at existing users of laxatives. Great concept nevertheless.
Gut attack is cool. and I had a vague idea that it was on wine..lol..
@Delilah – I saw a PR article on the papers
Delilah, an email invite and a direct mailer designed around a wine bottle opener (uncorking etc) was sent, inviting people for a unique exhibition, without giving away what it was about. After the exhibition, selected pieces were/are displayed in pharmacies as POSM.
Whacko, reach was achieved through media coverage of the event, plus POSM. Laxatives are not new to the SL market (epsom salts, as well as other branded products). The visuals depict the struggle that Goezy relieves — the caption for each piece gives the name of the artist, followed by the time he spent in the toilet creating the work before being relieved by Goezy — so it’s aimed at people in need of a laxative.
lovely offbeat idea!
Very interesting. Who were the artists?
Machan pls enter this internationally and don’t restrict yourself to Cannes. Golden Hammer, Spike, Ad fest, NYf, AD print, Art directors annual awards, Andy, Dubai, Mena Crystal etc etc.
Laxatives are well known in Sri Lanka and is an old ayruvedic cure for obesity and many other ailments.
Davy this is a winner by all accounts.
Great stuff Dave, now let the PR machine roll and ride the wave…