Playing against the somewhat limiting squeaky clean image the International Children’s Games has, Grey SF came up with a campiagn that makes kids look at bit more…hmm…Dennis Rodman. Cuz, well, who wants to see a perfect Limited Too kid with Hannah Montana sneakers when you can see kids with tattoos, soccer ball heads and ears pierced with golf clubs?
Grey Creative Director said, “Once people heard about the idea, help came from all over. World-renowned photographer Jill Greenberg joined the team. Then the free media poured in with billboards, wildpostings, bus shelters, and posters. But best of all, the kids ate it up. So much so, we offered free haircuts and henna tattoos to any kid who wanted one, turning hundreds of kids into walking billboards.”
Nothing wrong with a bit of kid-powered viral marketing. See the other two ads here and here.
