Thursday, March 5, 2009

London's firm, Curb, defines "Natural Advertising"

Wow. Check out this "natural advertising" marketing firm, based in London ...

Curb was founded by Anthony Ganjou in September 2008, in his parents' basement.

"Natural advertising" simply means “ads that are created and crafted and delivered using natural materials rather than unnatural materials,” explains Ganjou.

According to the firm's website,Curb offers a unique portfolio of sustainable media types that create maximum impact at minimal cost to the environment. Our creative team use solely natural earth elements to create everything from bespoke pieces to nationwide advertising campaigns. Ultimately we just love to do cool things with nature.

Six months prior to launch, Ganjou held meetings with leading horticulturalists, solar artists and sand sculptors.

Today, Ganjou can rustle you up a solar woodcut at a moment’s notice, using only a magnifying glass and the sun’s rays.

If you’d like your logo depicted in a waterfall, no problem. Or how about a giant edifice made of sand?

Six months after the firm's launch, the firm has worked with 20 household names, masterminded the world's biggest clean advertising campaign, and pulled in a turnover of £60,000. The firm is on target to make £0.5m in its first year.

A few months into business, Curb was hired by the extreme sports firm Extreme.

In just a few hours, on a day dubbed "snow day" the Curb team had stamped 3,000 Extreme logos in snow-covered street furniture all over London, prompting Al Gosling, Extreme's CEO, to say, "Extreme has a long history of both branding innovation and association with alpine adrenaline living, but it's not very often we get to bring these both together onto the streets of London. We were very impressed.”

“Our snow tagging campaign cost less than £1000 to deliver and has generated media awareness and coverage to the tune of hundreds of thousands of pounds," says Ganjou.

From what I can tell from the firm's website, most of their campaigns involve washing messages into sidewalks with collected rainwater guided by laser stencils. The company estimates that a clean marketing message can last up to eight weeks, depending on weather factors and how dirty the surface was to begin with.

I particularly liked the Maker's Mark campaign. According to Curb's website, Makers Mark, an exceptional sipping whiskey recently launched in Leeds. In addition to building projections and bar and pub tastings Makers Mark asked us to carry out an unusual street advertising campaign. Highlighting the drink as a work of fine art, we created the adverts on both floors and walls, the results were fantastic.

Another Curb campaign that is a little different is the Nike campaign. From the Curb website, To help launch Nike’s new store in Covent Garden, we executed a clean advertising campaign in key sites all around the area. We also created a glow street advert, produced using UV which made the trainers design stand out all night long.

The firm has been labeled "one to watch", and has been quite popular. “We’ve been absolutely deluged with work, “ Ganjou says. “We’re getting hundreds of emails a week from people all over the world, to say, we can’t wait to see what you do when you arrive in America, Asia, Australasia and everywhere else…”

I know that I'll be paying attention:)

Curb website
Real Business Magazine (UK)
Sustainable Life Media News March 5, 2009 e-newsletter

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