Holy Man

With a Tibetan spiritual and political leader as its talent, why would any agency look elsewhere for creative inspiration?
Assigned the task of promoting His Holiness the Dalai Lama’s upcoming visit to Indiana, Montgomery Zukerman Davis decided the Nobel Peace Prize winner was his own best advertising.
Because the Dalai Lama is recognizable to so many people, MZD’s outdoor advertising simply shows his face beside the text “Transforming the millennium,” said Peter Pitts, the shop’s senior vice president of marketing and strategic planning.
Some client meetings were held at the Tibetan Cultural Center, where the Dalai Lama’s brother was relieved to find out Pitts isn’t vegetarian and thus he wouldn’t be forced to eat “rabbit food.” Apparently when he says “Let’s meet for lunch,” he wants to see meat on the menu.
–Jenn Goddu