In Brief

A highly inventive promotional campaign by New Zealand retailer Superette involved placing indented plates across inner city bus stops, mall seats & park benches.

A highly inventive promotional campaign by New Zealand retailer Superette involved placing indented plates across inner city bus stops, mall seats & park benches. The result? The retailer’s short-shorts sale message imprinted on the thighs that wear short shorts and skirts. Developed by DDB New Zealand, the bench ads were strategically placed (literally and figuratively) by targeting areas where the retailer’s fashion-conscious demographic was likely to traffic – arguably attempting to minimize the risk of having unsightly skin bearing the brand’s message.

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