On papyrus, the Trojan War was an easy match. 130,000 Greeks attacked 6,000 Trojans. But after ten years of siege, the Greeks had not come a millimeter closer to victory.
Only when they broke the usual warlike pattern, they could get through the walls. The Trojan horse was such an effective idea that the people of Troy even gladly opened their gates and pulled it inside the city. During the night, 30 of the most courageous Greek warriors, who had been hiding inside the hollow wooden horse emerged, opened the gates to let in the returned Greek army. The rest is history.
But even though it's over 3,000 years old, many advertisers obviously have not learned from it. Advertising that creates attention is just our own time siege of consumers. Agencies must understand what causes ideas to be embedded. It was the insight that the horse was a sacred animal for the Trojans who got the Greeks to start carving.
Jung von Matt believes that good advertising is just like the Trojan horse. It’s so attractive that people gladly let it in. Once there, it can accomplish its task: to conquer.
The Trojan horse is not only our logo, but also an inspiring guiding principle. A way to surprise and engage people. We leap out, armed with blow-your-mind concepts when our competitors are asleep. Over the years, we have made successful Trojans for many clients, such as BMW, TV3, Coca-Cola, Icehotel, and ABSOLUT. They’ve all been searching for ideas embedded by their target audience. And they’ve been open for the fact that the way in can go through all media channels.
Are you also? If so, what is your Troja? Contact us and we promise to come up with a solution faster than King Agamemnon.