| Title | Twat |
| Agency |
Mustoes
|
| Campaign |
Don't Work. Play Games - Pure Entertainment Games
|
| Advertiser |
Pure Entertainment Games Plc
|
| Brand |
Freeloader.com
|
| Posted | July 2000 |
| Product |
Freeloader.com
|
| Business Sector | Internet Sites (Excluding ISPs) / Apps.
|
| Tagline | Don't Work. Play Games |
| Story | This ad is part of a 6 execution campaign to launch Freeloader.com. It features a photograph of a boss in the middle of a "management speak" littered rant accompanied by the line "Ever heard your boss say "think outside the box"?, exactly, he's a twat"! The campaign builds upon the dissatisfaction felt by many in the workplace and encourages the reader not to work and play games as a rebellion against the constraints of their mundane jobs. |
| Philosophy | The "Don't work, play games" campaign gives Freeloader an attitude which persuades consumers to log on and try out Freeloader. Thanks to the advertising, the site had 70,000 registered users by the time the site was officially launched. Stark, clean art direction, coupled with the distinctive gritty photographic style of Julian Germain both contribute to making this campaign very noticeable. |
| Problem | This is a launch campaign, so the prime aim is to make Freeloader.com known to the masses as a site where top quality games can be downloaded for free. This campaign has to overcome the stigma of Freeloader offering a free product (which consumers tend to shy away from, believing them to be of inferior quality). |
| Media Type |
Newspaper
|
| Market | United Kingdom |
| Creative Director |
Alan Morrice
|
| Associate Creative Director |
Paul Diver
|
| Copywriter |
Mark Prime
|
| Art Director |
Lee Hanson
|
| Photographer |
Julian Germain
|
