CAMELOT
DISCOVERY CHANNEL
Man vs. Wild is a popular adventure series host by Bear Grylls. Each episode features Grylls surviving some of the world’s harshest environments using extreme techniques like drinking his own urine or making a wetsuit out of seal skin.
To launch a new season of the show, we turned one of its most shocking survival moments (Grylls using a hollowed-out camel carcass as shelter) into an unforgettable, real-world experience.
A unique property profile on realestate.com put the notorious camel carcass on the rental market.
A facebook event amplified the ‘open for inspection’ to relevant target audiences.
Faux real estate agents encouraged attendants to inspect this unique piece of Sydney real estate
Prospective ‘tenants’ could find out more about the property and fill in a rental application for the chance to win a prize.
RESULTS
Huge earned media coverage on a shoestring budget
Winner of 2 Gold Promax Awards (NY)
