AMBIENT FLIES FOR EAGLE BOYS
Slick Red Bull staged their inaugural Red Bull Flugtag Sydney 2008 event on Sunday. The event attracted a whopping 60,000 spectators to Mrs Macquarie’s Point, adjacent to the Royal Botanic Gardens. The crowd came to see over 30 teams of lunatic aviators launch their questionable craft off a 6m ramp into Sydney Harbour.
Answering the call for entries was Publicis Mojo Brisbane who approached client Eagle Boys Pizza with the ridiculous idea of launching a giant slice of Super Supreme off a pile of pizza boxes.
Knowing an ambient opportunity when they see one, Eagle Boys Pizza came to the party. “We’re always looking to advertise in new areas to reach different audiences,” says Eagle Boys Pizza’s Andrew Cotterill. “The idea also took our full-size large pizza campaign to a whole new level.”
The glider was constructed from 100mm stormwater pipe, cable ties and a vinyl billboard print. It was launched off a dolly made from recycled timber and old pram wheels. The design was inspired by pics from Google images and youtube.com footage of previous Red Bull Flugtag events.
After a crowd pleasing (the Mr Whippy move) dance routine to the tune of Daddy Cool’s Eagle Rock, the team got off to a shaky start in which the dolly tried to steer pizza and pilot off the left hand side of the ramp. In a rare case of full cooperation between client, agency, studio and account service the course was corrected and then pilot, Mervyn Chen, steered the slice into the harbour with a length of lawn mower starter cord.
As goofy as all this sounds, the craft flew a serious 13.7 m achieving the third-longest distance flown at the event (longest was 18.2 meters). The flying accomplishments of Team Eagle Boys Pizza were widely reported. The event will be broadcast on Channel 10 and the client’s phone number is all over the box.
Agency: Publicis Mojo, Brisbane
Creative Director: Andy Ward
Copywriters: Matt Gray, Charles Schaefer
Art Directors: Lee Griffin, Shay Devery
29 Comments
Was there a huge oil slick afterwards?
How “goofy”!
Great stuff
Next year’s sponsorship could be four n’ twenty… or is that just pie in the sky?
awesome. nicely done guys.
i don’t reckon many people buy a pizza for its ability to fly off a jetty.
LOL 🙂
….yeah but it’s a nice new delivery platform….hang glider a family size to your door…
Good try, but lets hope it’s part of an on-going ambient campaign not just a one off…because as a one-off it’s not great.
What was the proposition?
Maccas should do it with a flying pickle
I heard there was a really hot guy the Eagle Boys team called Cottees
Don’t you have a P&L spreadsheet to knock up 3.33? Fair dinkum.
(Well done Mojo)
3.33
You win a prize for the most irrelevant, stupid, ignorant comment of the day. I hope you don’t write ads.
3:33, I agree with you.
If you’re going to pull a stunt, it at least needs to be relevant to the brand.
This is just mindless attention seeking that in no way pushes the brand forward.
The NAB spend a motza every year sponsoring the AFL. They’ve got naming rights for the preseason competition and signage all over AFL grounds.
Now – tell me what the fuck makes footy relevant to banking?
Nothing. It’s just about keeping the brand top of mind.
Oh sure, you could plan your way to a tenuous link between ‘achieving your goals in life’ and professional sport, but that’s just a load of shit.
Sometimes, mindless attention seeking is exactly what you want. And for a pizza chain with nothing else to say other than hoping people will remember them next time they feel hungry, there’s absolutely nothing wrong with that.
Fuck, there really is no pleasing some people on here.
the toys are officially out of the pram at the MOJO day care centre….
10.03 Can’t you read? The brand (full sized large pizza) flew 13.7 meters forward.
3.33, and 10.03, you nutmegs, check this out :
http://www.spaceref.com/news/viewpr.html?pid=4152
Got enormous coverage at the time for Taco Bell from a tenuous, to the say the least, link. What’s your ruling? Should it have had a redeemable coupon attached and the full menu down the side?
10:54
In terms of logic, your argument is a complete shambles. I think you refer to it as a straw man. What you have done is put up nab to discredit an argument that had nothing to do with nab. Who says nab’s AFL sponsorship is any good? No one. It may be a total waste of money. Agreed.
Keeping a brand top-of-mind is valuable. The question is whether this particular stunt was a particularly creative or relevant way of doing so. I don’t think that it is. Contrast it with the Virgin Jason Donovan work. That was a stunt that certainly placed the brand top-of-mind, but it did so in a way that was highly relevant to the brand’s long-standing proposition.
I disagree 10:03, it clearly pushed the brand forward a distance of 13.7m!
Hey 12.54,
Donovan wasn’t a stunt. It was an integrated campaign, largely played out through paid media channels, with a significant budget behind it.
Comparing that to a one-off stunt where a bunch of guys jump off a jetty on a flying pizza for a bit of TV coverage is a… what did you call it… a complete shambles.
giant pizza gets entered into red bull event. gets a few laughs. didn’t cost much. maybe achieved a bit. no one died.
just chill the fuck out with trying to over-analyse something that’s just a bit of fun.
It aint gold but it is shiny.
Just a bit smellier.
Sorry, 2:09.
12:54.
The pure fact this very ordinary stunt has been defended so aggressively, speaks volumes for it’s mediocrity….
Piss funny.
Nice little job.
Will get shit loads of PR for next-to-nothing outlay.
It’s for a pizza brand connected to Red Bull and having lots of fun. So it does the job.
Also performed pretty well…third. Nice brand performance.
So a job well done and deserves a pat on the back not jealous bullshit.
Well done Mojo boys and girls.
Did any other agency think to enter?
Whatever you think of the execution, you can’t say they don’t take opportunities when they see them. The client is probably wrapped.
Well done on doing something a bit different.
(Reprise) The pure fact this very ordinary stunt has been defended so aggressively, speaks volumes for it’s mediocrity….
Just checking to see if the mojo boys are still reading the comments and writing defensive comments. Still there Wardy, Chucky?
2.40. All our comments have our names on them! IE – This one. Did you watch 60 minutes last night? I think you might be trying to cyber bully our agency. It won’t work. We’re not scared of you anon! PS. And you don’t work here any more, so you can’t use our names without MR in front, tool.