South West artist will make a Splash with pants guerilla marketing campaign

An artist from the South West is launching a guerilla marketing campaign which aims to transform public spaces in the capital by adorning them with… pants.

Jake Paget, 18, from Plymouth is launching Splash by placing over 30 pairs of briefs adorned with his art around secret locations in London.

Jake told Arts+Culture: “The project is about exploring the strengths and weaknesses of advertising and guerilla marketing. The South Bank has an audience which I hope will receive the project well – areas where popular culture and the arts are thriving.”

Jake hopes people will respond to the pants, which will be placed in public places such as benches, bicycles, phone boxes and public transport, by visiting his website and commenting on his art.

“Perhaps they will pass the pants on to a friend and photograph themselves with them to post on the Facebook Group. In this way, I hope the Splash campaign will go viral,” he said.

The website will encourage discussion of the project and spaces to comment and interact with Jake.

The campaign will be translated to call boxes too, where the Splash logos will be printed onto brown paper. This part of the project will utilise the ‘tart cards’ in call boxes to generate more interest in the project.

He said: “Since the 1920s people have been using these cards as a way of effectively marketing their wares and I thought, why not see the amount of interest they can generate in my work?”

Look out for the graffiti Splash pants appearing using corporate logos such as the Nike Swish, Burger King, Pepsi, and his original designs for logos amongst others from Saturday, April 24.

Jake is studying the National Diploma in Art and Design (Digital Graphics and Interactive Media) at Plymouth College of Art.

Pop along to Jake Paget’s Splash site.