Ad Nut
Jun 1, 2016

JCDecaux antagonises clients, on purpose

From Belgium: "The mistake", for JCDecaux by BBDO Belgium

This gets a little meta, because it's advertising about advertising. JCDecaux sent a direct-mail campaign that purposely mashed up client products with those of their competitors—to show them what JCDecaux feels like when people get confused and assume it only offers small outdoor ad spaces. Ad Nut's UK colleagues explain:

BBDO Belgium created the campaign, which was designed to inform advertisers that JCDecaux offers more than 2m x 2m billboards. Marketers from companies including Nike and Apple were sent information packs shaped like miniature billboards with images of bastardised versions of their products. For instance, the Nike poster featured images of the Nike Stan Smith trainers (an Adidas product), while Apple’s featured an Xperia (Sony) phone. The literature then explained the ruse.


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