The objective was to support the Discovery show “Gold Divers Season 2” on Sundays at 21.00 with a full-page ad in Jyllandsposten. Although Gold Divers is a fairly dramatic show, we wanted to add some humor to the ad. By holding up two fingers from the water we jokingly supported season 2, but the biggest statement came with a tagline telling audiences how much these guys freeze their asses off to make a show for them. The same day the ad was published, viewing increased with 43% among Discovery’s core audience of men 20-49.
Art Director: Peter Holm
Creative Director: Daniel Halasz
Client: Discovery Channel
Tags: Graphic design