TAIPEI: Saatchi & Saatchi Taiwan will launch an online viral
campaign for Next Magazine in an effort to clean up the paparazzi
image.
The aggressive roll-out of Next Magazine and its paparazzi image has
resulted in the title's editors becoming fixtures on talk shows debating
privacy and journalistic ethics. The campaign features a Flash clip,
where the magazine's canine mascot chases a doggy 'Generalissimo' who
has snatched its camera. The duo leapfrog across a landscape of bamboo,
until finally the pursued turns and tosses out a challenge. "You call
yourself a paparazzi?" he asks. Then comes a prompt: How should the
paparazzi retrieve its camera?
What follows is a humorous plug of the paparazzi's virtues.
The campaign is at http://dev.atnext.com/TW/. Yew Peng Soh, director of
interactive marketing, Saatchi & Saatchi Taiwan, said, "The campaign was
ready for the magazine's launch but we thought it might be too many
messages at one time. What we are doing is educating people, telling
them that there's more to being a paparazzi than zipping around on a
motorcycle with a camera slung over the shoulder. This, and subsequent
animations, show him as quick and resourceful, as both hero and
underdog."
