This is a bit perplexing ambient advertisement campaign launched by Friction Climbing Magazine to promote the magazine. The campaign seems to aiming to highlight the climbing aspect of the magazine by placing it on the higher side than other magazine. The campaign seems to be carried out in book stores where this magazine was not kept with other magazines but at a higher level to denote the core aspect of the magazine. The campaign was launched in UK.
The way of presentation of the campaign is certainly puzzling as it seems to be grossly ineffective to grab people attention effectively. In addition to it, the product benefit too has not been highlighted well so that could impress the consumers. As a matter of fact, the idea of the campaign seems to a bit fragile and does not seem to be compact and consequently even a better execution could not have made it effective. However, its punchline, ‘for climbers only’, seems to be working for the campaign. The campaign was developed by An agency called England, UK.
Via: Ads of the World
