For the first time since forever the English got a higher medal tally at the Olympics than Australia, and The Sun Newspaper in Britain were determined to gloat. Euro RSCG London contacted their Sydney office and asked them to prepare a provocative stunt to shame the Aussies in their hometown. The stunt had to be ready for Sunday 3pm AEST that is, when the Olympics ended, so that it could be shot and the pics wired over to the paper for the Monday AM edition. Copywriter Darren Cole decided to spoof the "Where the bloody hell are you?" Australia tourism campaign (mocked by downright media here: So where the ¡#§‰*#¿ bloody hell are you!?) - and this is the mobile billboard he came up with:

Agency: EURO RSCG Sydney Rowan Dean : Executive Creative Director Darren Cole : Copywriter Darren Cole : Art Director Warrick Nicholson : Production Director

Comments (1)

  • Dabitch's picture

    Extra trivia note: Darren Cole is an expat Brit living in Australia. He might need to watch his back. ;))

    Sep 08, 2008

Leave a comment

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.