The Unzipped Truth is a campaign that's designed to get people thinking with cleverly placed spray paint questions in public places, so that a discussion can happen online. The Unzipped Truth describes that it "looks at the world through kids eyes, but answers [questions] with the big mouth of an outspoken city girl whose opinions occasionally get her into trouble."
Outside of a fashion boutique, The Unzipped Truth asks: "Why are we slaves to fashion?" or outside a large fast food chain, it wonders, "Are we getting fatter?" After these questions, the campaign makes use of #TheUnzippedTruth to collect opinions on a variety of subjects, including everything from death to aging, literature, art and politics.
Provocative Social Campaigns
The Unzipped Truth Puts Spray Paint Questions on the Streets of NYC
Trend Themes
1. Provocative Social Campaigns - With the rise of social media, there is an opportunity for brands to take a stand on controversial issues and create conversations that lead to positive change.
2. Street Art Advertising - By using urban spaces to display provocative messaging, brands can create unique, attention-grabbing advertising opportunities that drive engagement and discussion.
3. Crowdsourced Branding - Campaigns that utilize hashtags and user-generated content provide an opportunity for brands to connect with their audience and build a community around their message.
Industry Implications
1. Fashion Retail - Fashion brands can use provocative messaging to prompt consumers to consider the true cost of their clothing and encourage responsible consumption.
2. Fast Food - Fast food chains can leverage provocative messaging to address concerns around the health impacts of their products and promote healthier choices and behaviors.
3. Advertising Agencies - Advertising agencies that specialize in guerrilla marketing and social media engagement have an opportunity to capitalize on the trend of provocative social campaigns and help brands take a bold stance on important issues.