Rethink, Vancouver. 1-800-GOT-JUNK?
In our very first briefing with the client, they asked: “What would get us on Letterman?”
This question became our mission. We thought what a great way to think about a campaign. What could we do that Letterman, or Leno, or Conan would pick up or talk about in their monologue?
Thinking in these terms we had a lot of really weird/insane ideas, but the one that seemed to stick was to build miniature billboards on rats.
At first we wanted to do this for real— build a little contraption with the clients’ phone number, attach it to real rats and then release them by the hundreds into various cities. They would then naturally be drawn to people with junk and advertise directly to them. We actually didn’t even think of TV commercials at first, we thought this would just be a PR and online campaign.
In the end doing TV commercials was a much safer idea.
Art Director: Rob Sweetman
Writer: Bryan Collins
Creative Directors: Ian Grais/Chris Staples
Director: Brian Lee Hughes
Production Company: Reginald Pike
Ad Agency: Rethink, Vancouver, Canada