Guerrilla marketing is advertising that doesn't look like advertising - it takes the world as its medium and finds the surprising, specific moment where an idea becomes unmissable. The best guerrilla campaigns don't just interrupt people; they earn a place in their memory by doing something in physical space that couldn't be replicated any other way. From IKEA furnishing Paris Metro stations to Coca-Cola's happiness vending machines, this archive collects the work that understood that the best media placement isn't a media buy - it's a moment.
-
Can I get uhhhhh
- McDonald's · 2022
The creative taps into the universal, highly relatable human truth of pulling up to a fast-food drive-thru speaker and pausing indecisively with 'Can I get uhhhhh...' Tapping into this ubiquitous cultural moment, the brand uses environmental design to turn a mundane parking lot into a humorous, self
-
Born to Reign
- Burger King · BBA
For International Women's Day, Burger King Ecuador connected the brand's crown to women who already held power. The portraits borrow the composition of classical royal painting, so the logo stops being a fast food mark and becomes the thing these figures were owed.
-
Worlds Cheapest POS
- Kriimsulg Publishing · KAGU_the_agency
You cannot advertise inside the READ bookstore, which offers no point-of-sale placements at all. It does, however, have a toilet. Promoting KONFLIRT, a poetry collection written entirely on the potty, the work took the one space nobody had sold and covered its walls and doors, then signed the toilet
-
Stunt Jump
- PlayStation · 2025
PlayStation "Stunt Jump". A PlayStation spot dramatising the thrill of action gaming.
-
Etihad-MI7
- Etihad · 2023
To capitalize on its partnership with Paramount Pictures for Mission: Impossible – Dead Reckoning Part One, Etihad Airways sought to showcase its brand and its new Abu Dhabi Midfield Terminal on a global scale. While typical movie tie-ins rely on passive logo placement, this campaign taps into the a
-
Petvertising
- Deliveroo · TBWA\RAAD · 2024
Deliveroo reaches pet owners by advertising to their pets: billboards across Dubai's pet-friendly parks pitched at dog height, cat level and bird-high, each fitted with motion and sound sensors that play animal-specific noises. The insight: to reach the human, delight the companion, and let the pet
-
90 Minutes of Air Conditioning
- Midea · Pereira O’Dell · 2022
Midea's '90 Minutes of Air Conditioning' by Pereira O'Dell: during New York's hottest July on record, the brand released a feature-length film whose actual product is the air-conditioned cinema showing it. The insight: people already buy tickets for the AC; the campaign just admits it and sells the
-
Phone Coolers
- Pepsi Colombia · Sancho BBDO · 2023
Pepsi Colombia's Phone Coolers: Gen Z's phones overheat from gaming and binge-watching, so the refreshment brand engineered coolers for the phones themselves. The insight: 'refreshing' made literal for the device the audience loves most - the brand cools the object of their attention to earn some of
-
Mini kiosk for mini coke – Little things to make you happy
- Coca-Cola · Ogilvy & Mather, Berlin · 2015
To launch its tiny cans, Coca-Cola built a tiny kiosk - a fully working miniature of a street vending stand, scaled to the product. The insight: a size change is invisible on a shelf but irresistible as an environment; making the WORLD match the product turns a line extension into street theatre and
-
Steps
- ikea · mother london · 2019
To launch its sustainable Greenwich store, IKEA asked customers to arrive the greenest way possible, on foot. The insight: a long walk feels daunting as a distance but manageable as a countdown, so 80 posters across South East London each displayed the exact number of steps remaining to the store, t
-
Highway Gallery
- louvre abu dhabi · TBWA\RAAD · 2018
To interest a UAE audience that doesn't see itself as museum-goers, Louvre Abu Dhabi brought the museum to the road. The insight: you can't make people come to art, but you can put art in their path, so ten masterpieces were mounted as giant billboards along the Dubai-Abu Dhabi highway, synced to ra
-
Don't Play With Fire
- Burger King · Buzzman Paris · 2019
When McDonald's Belgium put a taunting panel beside Burger King's new Brussels restaurant, BK fired back on its own storefront. The insight: BK's whole identity is flame-grilling, a fight McDonald's can't win, so why try to roast when you can't even flame grill turns the rivalry's own language again
-
Surfers
- Pepsi · AlmapBBDO · 2005
Tarsem Singh directs Beckham, Henry, Roberto Carlos, Ronaldinho and Torres as territorial surfers who settle the beach the only way they know - with a football, to Dick Dale's "Misirlou", no dialogue, ending "Arrisque mais, viva mais" (risk more, live more). Part of the global "Dare for More" platfo
-
Engineering Exposed
- Lego · Our LEGO Agency · 2024
To launch a LEGO Technic model of a hyper-exclusive Koenigsegg car, the brand needed to communicate its own engineering prowess. The creative idea, "Engineering Exposed," was built on the insight that fans of both Technic and hypercars are fascinated by the intricate, often hidden, technical details
-
Tapeover
- Heinz · Saatchi & Saatchi MEA · 2026
To overcome its lack of official World Cup sponsorship, Heinz tapped into a powerful insight: its bottle's shape is so iconic, it's recognizable even when officials tried to tape over the label in stadiums. The creative idea, 'Tapeover', reframed this act of censorship as a testament to the brand's
-
The Epic Split
- Volvo Trucks · Forsman & Bodenfors · 2013
Jean-Claude Van Damme performs a slow splits suspended between two reversing articulated trucks, and the entire point is that the stunt is only survivable if Volvo Dynamic Steering is as precise as claimed. The insight is that truck engineering is invisible and dull to everyone outside a fleet-buyin
-
Love At First Watch
- Under Armour · GUT Buenos Aires · 2019
To launch in Argentine football as the new kit sponsor of Rosario Central and Estudiantes de La Plata, Under Armour bought the broadcast rights to each club's next match and gave the feed away for free. The insight is that Argentine league football had moved behind pay-per-view, and fans resented pa
-
T.R.A.S.H. the Competition
- Burger King · DAVID Miami · 2021
Burger King announced the end of its paper coupons by building a machine that shreds rival chains' paper coupons and issues you a digital Burger King one in exchange - then planned to make its own packaging from the recycled competitor paper. The insight is that the coupon in your hand is a rival's
-
The World's Tallest Donation Box
- Mohammed bin Rashid Al Maktoum Global Initiatives · mullenlowe · 2020
The big idea was to turn the world's tallest building, the Burj Khalifa, into the world's tallest donation box to provide meals for communities impacted by the coronavirus pandemic. The strategy reframed the iconic landmark as a symbol of hope and a collective 'testament to humanity' during a time o
-
The Menu Court
- Burger King · david madrid · 2021
To make Burger King's value offers feel more like entertainment than a discount, the brand targeted basketball fans with a novel gaming platform. The core insight is that winning a prize is more exciting than redeeming a coupon. This led to 'The Menu Court,' a real basketball court where the lines a
-
Code
- Pepsi · Sancho BBDO · 2012
With no media budget, Pepsi Colombia released a snippet of HTML and gave away drinks to anyone who used it - and people pasted the brand's message into major websites all over the internet themselves. The insight is that the web is editable by whoever is willing to paste code into it, and a fanbase
-
#Pep-si
- Pepsi · in house · 2023
Pepsi sponsored neither club nor player at the Champions League final, but noticed that the most-shown man on the touchline was called Pep. Fans were told to screenshot Guardiola whenever the camera found him, add 'si' beside him and post it - PEP-SI - for a shot at a year's free supply. The insight
-
RIP Campaign
- Domino's · Havas Taiwan · 2023
Domino's Taiwan held a funeral for the Hawaiian pizza - mourning it publicly - and used the world's most tedious argument about whether pineapple belongs on pizza as the engine. The insight is that the debate is genuinely ancient, genuinely unresolvable and genuinely engaged in by everyone, which ma
-
The Epic Build
- Clash of Clans · Accademia Delle Arti e Nuove Tecnologie · 2024
The strategy reframes a point of player friction—the long wait for in-game constructions—as a source of entertainment. Tapping into the insight that players fill downtime with streaming services, the campaign treated a long build not as a pause, but as a production. The creative idea, "The Epic Buil
What guerrilla marketing teaches about advertising more broadly is the power of context. The same idea in a different location can go from invisible to extraordinary. The campaigns in this collection were built on an understanding of where their audience was and what they were paying attention to - and then figured out how to be the most interesting thing in that environment. That spatial creative thinking is undervalued and underpractised.