Fairfax Digital

Fairfax Digital - Lazy Ad Campaign

Fairfax Digital needed to grab the attention of Media Buyers, and position themselves as thought leaders with the most engaged AB audience in this cluttered space. We created the Lazy Ad Guy - a metaphor for under-performing ads ­- and made him work his socks off.

But what we didn't count on was the phenomenon that he would become. You name it, he's been all over it - online, starring on Media-i, in a Christmas e-Card, as a MediaWeek cover and even hosting his own event. Targets are being smashed, the event was a huge hit, his shorts are part of Media folklore and Fairfax Digital says he's the "best campaign we've done in years".