Bartle Bogle Hegarty has produced its first work for the online
community website Moonfruit.com after winning the account earlier this
Moonfruit.com aims to offer an infrastructure on the web that allows
surfers to link up with people who share similar interests to their
The ’share your passion’ print campaign uses tongue-in-cheek humour to
highlight the free website service. The campaign is made up of three
unorthodox executions, all showing people indulging in their unusual
One execution shows three naked artists in a studio indulging in their
passion for ’bum-painting’.
Another execution shows three eccentric men, each clad in a tie and
tweeds and sporting impressive Dali-esque moustaches. The domain name
given for this execution is www.tashtastic.moonfruit.com.
A third print shows an entire family and their dog decked out in blue
wrestling capes, apparently engaging in their wrestling fetish.
All three executions invite people to ’share your passion’ and ’build
your own free website with moonfruit.com’.
The three ads will run in the style press and in some specialist
magazines from next month. The ’painting’ execution will also run as a
poster on Oxford Street.
Wendy Tan, the chief executive of Moonfruit, said: ’Our message is
simple. Whatever your hobby or secret passion, build an interactive
website about it with Moonfruit.’
The ads were written by Matthew Waller and art directed by David
Media planning and buying is through Starcom Motive.