To promote new production company Jealous Lovers, we targeted four of New Zealand’s top creative directors.We found out which rival directors they’d used to shoot their most recent TVCs. We then located their vehicles. On the windscreens, we attached tailor-made decals with personalised messages, relevant to their relationship with the ‘other’ director. We also left magnetised pickaxes in their bonnets, branded with the Jealous Lovers web address. Insiders then broke it to the directors that someone was trashing their vehicles. We covertly filmed their horrified reactions. Still shots were then seeded to industry blogsites along with a link to jealouslovers.tv, where creatives could view their reactions. Later that day, we sent the directors each a T-shirt, showreel and an 'apology note'.
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