the Blacklight Arrow

David Blacker’s Blog

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

Breathless

Burden

Burden

Clutches

Clutches

Grimace

Grimace

Escape

Escape

Gut-Attack

Gut Attack

Tempest

Tempest

Wriggles

Wriggles

Throes

Throes

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November 16, 2009 - Posted by | advertising | , , , ,

15 Comments »

  1. Brilliant Idea… hats off!

    Comment by cj | November 16, 2009 | Reply

  2. 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?

    Comment by Delilah | November 16, 2009 | Reply

  3. I liked the “Burden”. Good stuff

    Comment by purplesocksismine | November 16, 2009 | Reply

  4. Machan right up RD’s alley! Figuratively speaking. Nice idea, nice.

    Comment by DD | November 16, 2009 | Reply

  5. 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.

    Comment by Whacko | November 16, 2009 | Reply

  6. 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

    Comment by Dee | November 17, 2009 | Reply

  7. 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.

    Comment by David Blacker | November 17, 2009 | Reply

  8. lovely offbeat idea!

    Comment by Mathanki | November 17, 2009 | Reply

  9. Very interesting. Who were the artists?

    Comment by Jack Point | November 17, 2009 | Reply

  10. 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.

    Comment by DD | November 17, 2009 | Reply

  11. Great stuff Dave, now let the PR machine roll and ride the wave…

    Comment by Serendib_isle | November 17, 2009 | Reply

  12. Wonderful exhibits. I wish I had known about it, would have loved to go for the exhibition. Who says we have no creativity?

    Comment by ethnichybrid | May 4, 2010 | Reply

  13. Thanks a lot. This was entered into the Abbey Awards at Goa where it won a Silver in April.

    Comment by David Blacker | May 4, 2010 | Reply

  14. […] 2009, with several creative ad campaigns getting attention in the media. Two of these — a launch event for Goezy, and an ambient campaign for GlaxoSmithKline’s Iodex won Silver and Bronze respectively at […]

    Pingback by Court Orders Chillies to Lift Ban on Phoenix Ogilvy « the Blacklight Arrow | May 6, 2010 | Reply

  15. […] brought Phoenix Ogilvy a Bronze Abbey at Goafest in April and, along with the Silver Abbey for the Goezy “Toilet Sculptures”, this Gold Lotus brings Phoenix’s tally to three international metals this year, making it […]

    Pingback by Little People Win Big Gold for Phoenix Ogilvy « the Blacklight Arrow | July 27, 2010 | Reply


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