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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
VIEWP FOIONT U V IPE FWRNRPO ITNT Hello, we want you remember our name: Outpost.com That’s why we’ve decided to fire gerbils out of this cannon.... .... through the ‘O’ in Outpost. Cute little guy.... Fire.... And again. So close.... Fire. THOUGHT I’D BE CLEVER HERE and suggest that somet hing you wouldn’t consider advertisin g, was actually my favorite pi ece of com - munication. You know, show som ething lik e MICAH WALKER PUBLICIS MOJO, SYDNEY Outpost.com Cliff Freeman & Partners, New York 1998 86 CAMP AI GN B RIEF the guy who stood in front of the tanks at Tiananmen. Argue for it as the perfect e xample o f ma king a powerful action your a ctual mes - sage, so on and so forth. Yea, bol - locks, I know, I came to the same conclusion. Then I remembered… a few years back, 1998 to be pre cise, someone shot gerbils against a brick wall, out of a c anon no less, i n an ad f or Outpost.com. They wer e actually trying to launch th e li ttle cr itters through the “O” in “Outpost.com”, their chairman explained, so we’d “remember their name”. In ca se you haven’t seen it, they miss four or five times, before final- ly getting one through. Then they bring up a title that says, “Send compl aints to O utpos t.com” . There’s another where they release a pack of hungry wolves on a high- school marching band as they align to spell Outpost.com on a footy field, but hey, one ad. Now, I admit ther e’s a lot of things I wish I’d have done (Honda Grrr, Blackcurrant Tango, Litany, just to name a few), but my God, I so wish I did Outpost.com. Brave, crazy, wrong even, but in my opinion, absolutely genius in understanding how simply comedy and communication works. That, and it’s the first time I remember being g iven a web address, and actually wanting to go. JU L Y /AUGU ST 2 0 08 GREENWITHENVY
May June 2008