DIARY: CRASH AND BURN - Enlightened branding idea ends up in the doggy doos

Sometimes you have great ideas that, for some reason, just don’t make it past the final hurdle. Lack of budget is often to blame - and occasionally you’re thinking so far out of the box you might as well be on Mars.

Sometimes you have great ideas that, for some reason, just don’t

make it past the final hurdle. Lack of budget is often to blame - and

occasionally you’re thinking so far out of the box you might as well be

on Mars.



Talking of Mars, ambient media outfit Amber recently put together a

nifty little deal for Mars Pedigree. The stunt was designed to promote

dog food brand Schmackos to the general public.



’The idea was to brand the ’no fouling’ signs across London,’ says

director Simon Little. ’We were going to put another sign underneath

that said ’... and no Schmackos’. We managed to agree this with 32

boroughs, which would have given us 72 units.’



The deal came close to fruition, but Amber’s client couldn’t get the top

bods to sign it off. So the idea is still lying there, waiting to be

resurrected.



Amber also had the idea of turning a roundabout into a giant Timex watch

- complete with hands and a strap - during the London marathon. But

there were shrubs on the roundabout and environmental concerns made the

idea too costly.



Little and his partner Samantha Yates aren’t bitter about their near

misses - they just add them to the big black book of inspired ideas.



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