Cool Marketing Thoughts

Hugo sent me this direct mail and guerrilla campaign made for National Geographic Channel in Lisbon. To promote a series of documentaries about the surprising Martial Arts, a press kit constituted by a brick, a black belt and a leaflet was sent to the press and media buyers with information about the series and the program schedule. The press kit challenges whoever opens it to try and break the brick, making that person feel like a true Martial Art Master.
For the consumer, several Street Campaigns were made:

• Promoters were placed on strategic spots in the city of Lisbon. Each team of promoters was constituted by two fighters who trained with each other and by a third who distributed the flyers explaining the reason for that make-believe combat.
  The flyers also guided the people to the on-line quiz made by the Martial Arts Week sponsor, the Wilkinson brand.
• About 150 black belts and flyers were placed in different supports throughout the city of Lisbon.

Brand: National Geographic Channel (NGC)
Title: Be a Master In Martial Arts
Agency: Torke Stunt | Torke Blog
Creative Director: André Rabanea
Art director: João Pereira
Copywriter: Gustavo Blanco