Cannes Lions

PLAYBOY BEACH PARADE

GREY ARGENTINA, Buenos Aires / PLAYBOY / 2006

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Overview

Entries

Credits

Overview

Execution

The parade searches for for a new Playboy magazine cover and the action gives the target the feeling that they have fulfilled their desire to be noticed by Playboy which encourages them to enrol for the parade.

Outcome

During the summer people visited different beaches which made the traditional advertising difficult. For a minimum cost we were able to have 1,500 meeting points on the most important beaches.

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