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New York agency Dweck & Campbell hopes to capture city residents’ attention by painting the town red–literally.
The agency is also gearing up for maximum “coverage” in its effort for wallcovering retailer Janovic, despite a $1-2 million budget.
Beginning this month, the agency and Janovic will coat buildings, plastic fruit and even a few human models with “pretty intrusive” colors, said agency chairman and creative director Michael Dweck.
The campaign strategy also tweaks New Yorkers’ habit of defacing outdoor ads.
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