BBH focuses on the bizarre in work for Moonfruit.com site

Bartle Bogle Hegarty has produced its first work for the online community website Moonfruit.com after winning the account earlier this year.

Bartle Bogle Hegarty has produced its first work for the online

community website Moonfruit.com after winning the account earlier this

year.



Moonfruit.com aims to offer an infrastructure on the web that allows

surfers to link up with people who share similar interests to their

own.



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

passions.



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

Monk.



Media planning and buying is through Starcom Motive.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).