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
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
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.