OfficeMax is rolling out their new logo - a giant ball of rubber bands - and part of the exercise is a “guerrilla marketing campaign” touted in AdWeek. I think perspective is being lost here. Any sort of “guerrilla” action requires stealth, a willingness to break with convention and an innate knowledge of your surroundings and your target area.

I offer some signs that you’re not so “guerrilla” after all:

    • The creative director on the campaign wears an ironic Che Guevara tshirt
    • You actually needed to have your ideas validated by a creative director.
    • Your client uses the words “best practice” and “experiential” to describe your work.
    • The money was signed off by two executives - in different cities.
    • The idea was tested with focus groups. Guerrillas don’t do focus groups. They drop bags of rice from 3000 feet.
    • Somehow, a custom painted sports utility vehicle was involved. If it doesn’t have more than 50,000 miles on it, you can rightly be accused of corporate hypocrisy.
    • You had a discussion with a lawyer about insurance premiums.
    • A lawyer was actually involved. Guerrillas don’t consult lawyers: they avoid them.
    • The street materials clearly draw from a corporate identity.
    • A permit was filed and the Mayor’s Office was consulted.
    • Your street materials were printed in China. Not at Kinko’s, or by your ex-girlfriend who knows how to silkscreen.
    • No college buddies were involved in the actual execution.
    • Crosspromotion? Only if it involves another band/artist/performer/spoken word  performer/knitting collective appearing at the same vanue.
    • You even know what a planogram is.

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