YOMANGO! Just hearing the word sparks your interest. The name alone makes anyone who hears it want to know what it is and what it means. Yomango is a campaign to promote a lifestyle of shoplifting. The creators are in strong support of anti-consumer lifestyle. Those involved with the promotion of Yomango aimed at diffusing practices of social disobedience. To really communicate with the public Yomango was promoted to the public through advertisements. The product was a fashionable oversized bag that had plenty of room to lift merchandise from any type of department store. What really makes the piece work is the fact that it is advertised as a legitimate piece of fashion. Although it is meant to be a little humorous it is done as if it were a truly serious ad campaign. To really get the viewer to adapt to this lifestyle Yomango had to have some appeal. It needed to be enticing enough to make the public bring Yomango into their life. For me what makes this campaign work is how it was advertised. Just like fashion the shoplifting bag was marketed as a fashionable item. There were billboard, magazine and poster ads. To really get the word out it was put to use. They even went so far as to steal from a store then use the stolen product to organize a fashion show, which was held back at the store the clothing was taken from. By advertising the product as part of the fashion industry helps those involved in Yomango promote their over all idea of living such a lifestyle. It is also an amusing commentary on the way we live are lives.
The idea of promoting a lifestyle really intrigued me. I found it amusing that they incorporated fashion to support this lifestyle. We have become a consumer culture and I found it very creative to use that to an advantage in selling this idea. I would love to try and work some of the same sort of ideas and strategies into my own work.
