In this stunt for Sol beer, London businessmen passing through Canary Wharf underground station do a double-take as they pass by a recycling bin labelled ‘Ties’. The bin featured the message, “Lose the Tie, gain some Espiritu Libre”. After depositing their tie in the bin, the sound of hammering and sawing could be heard from inside, before what was left of their tie appeared attached to a coupon for a free beer.
In The Drum article Graham Wall, executive creative director at The Marketing Store, stated: “The tie can be a symbol of power and success, but it can also be seen as a shackle, part of the daily grind. We wanted to give office workers back a sense of their true selves – to make bold choices and be rewarded for it. The Espiritu Libre activity brings out that free spirited sense of liberation that every bogged-down city worker has in his heart.”
The campaign was created by the London offices of The Marketing Store.
[via The Drum]