July 27, 2009

Nosy neighbors

A guerrilla marketing stunt for an exhibit in Sao Paulo, Brazil played on the fact that people are inherently nosy and curious even if things ought not to concern them. The Sophie Calle's Take Care of Yourself exposition is based on a letter the artist wrote to an ex-boyfriend. But this campaign should have been co-sponsored by Kleenex.

Via: InvisibleRed


  1. I really like this concept and execution, and it definitely worked well for the target audience. I don't think it would necessarily translate well for other cultures-- I can't really imagine anyone in New York, for example, grabbing the girls' letters when they got off the subway.

  2. I think it would work in NYC too, or do people in NYC not watch reality TV? :-)

  3. What did the letter say?