Background: Unit released its own range of face masks and respirators in an effort to combat the global threat of swine flu. The masks and respirators were photographed worn by models in a dimly-lit cold storage facility, surrounded by the hanging carcasses of freshly-slaughtered pigs.
Goal: To shock and awe while exposing the brand to mainstream media attention through the concept and visuals
Strategy: Fluid PR created a media release that was distributed to thousands of media outlets worldwide, accompanied by images. On a national level a selection of publications and websites were chosen to receive the masks via mail.
Results: Worldwide coverage resulted, with the visuals and words appearing on the web and across print media. A billboard in Times Square, New York, displayed the images to an all-new audience, resulting in Unit expanding its successful Australian brand to be stocked in North America.