Phil Georgiadis, a founding partner at Walker Media, chooses the
ambient campaign for the Sega Dreamcast, which is currently appearing in
certain men’s toilets. The campaign, based on the idea that we all love
to compete, is running in trendy restaurants and bars around London,
including Little Havana and the Zoo Bar.
’We British love our toilet humour and Sega isn’t the first to exploit
the media opportunity.
’However, I was in Circus the other day and was amused and impressed by
the comprehensive media ambush of the high-tech trendy urinals.
’I gather that Dreamcast’s strategy is about bringing out the
competitive streak in us. Well in this environment it will work every
’I wonder what they’re doing in the ladies.’
Client: Sega, Dreamcast
Medium: Ambient advertising in men’s toilets in London bars
Media planning/buying: James Hart, Melinda Athinodorou, Carat
Ambient agency: CPA
Brief: Raise awareness of Dreamcast at launch, building on the theme of
our natural desire to compete, even in everyday situations.