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Hiring a fashion designer to make a T-shirt for a rat. Sponsoring a soccer team best known for its embarrassing losses. These seem like particularly odd ways to spend an ad budget.
But when the product is a new TV show that forces traveling celebrities to find entertaining ways of getting rid of cash quickly, it's actually pretty fitting as marketing.
To promote 24 Hours to Go Broke, a new series on the UKTV network, Wieden + Kennedy London did both of the above, as well as the following:
• Bribed a farmer to paint an ad on the side of his cows
• Paid a restaurant owner to temporarily rename his fish and chips shop, and its menu, after the show
• Paid a street musician to hand out money
• Perhaps most amusingly, got passersby in London's art-heavy Shoreditch neighborhood to shave their beards into buckets, then used...
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