Just when you thought you saw it all in OOH advertising, from baldvertising to sleevevertising, Vancouver’s Rethink comes up with one more human ad platform: Backvertising – it’s the agency’s latest stunt for client Parissa Wax Strips, and its heading to the island’s busy Kits Beach tomorrow afternoon. Among sun bathers, the brand will have one very hairy man strolling its shore, sure to turn heads, before being waxed on the beach, demonstrating how easy and fast its pre-coated salon product can be.
‘Our industry is all abuzz about social networking,’ says Katie Ainsworth, associate creative director at Rethink Communications, ‘but I think backvertising may be the next big media innovation.’
