buzz magazine

Integrated Teaser Branding Effort

Competing weekly LA Magazine was playing to all the cliches of Los Angeles. Newcomer Buzz Magazine was a real-life alternative to the all the classic cliches.

We came up with billboards and radio spots for fake local products that capitalized on the cliches and could only plausibly exist in the culture that is LA. 2 weeks later, we revealed these messages as hoaxes, brought to you by Buzz Magazine.

Despite the extremely small budget (only 7 total outdoor placements and 15 radio placements over the course of one month), these teasers generated media attention for the client(numerous segments on local and national TV news programs and articles in local newspapers and magazines) beyond measure. The California DMV even launched an investigation to‘shut down’ the fictitious Topless Traffic School. The campaign won numerous Gold Beldings(LA advertising’s highest honor) and put both Buzz and the newly-opened Deutsch LA office on the map.

agency:  Deutsch, Inc./NY