Whilst I was Googling for some potential Big Print Bank billboard images, I came across an article in the Sydney Morning Herald discussing two guys who had made this wearable television ad. Obviously, I think it’s a fucking terrible idea. As if we’re not bombarded by invasive marketing messages as it is?

Worst of all, the article was so obsequious. So I just couldn’t resist adding a few comments.

The human billboards

by Kate Cox, 23 November 2003

Dork 1 and Dork 2.

It takes selling your body to a whole new level.

Two young Sydney entrepreneurs and best mates have come up with an innovative marketing scheme: canvas vests with built-in mini televisions that show moving advertisements.

The world-first concept has already been sold to Telstra and was unveiled last night at the Rugby World Cup final – with “Telstra girls” turning heads in the T-shirts.

Veeran Naran, 28, began developing the idea – and a company, Channel Zero – while working as a graphic designer and editor for large sporting and entertainment clients.

“The 25- to 31-year-olds market, in Australia especially, are not at home watching television, they’re at pubs watching television and people,” he said. “So I decided to put televisions on people.”

Two years in the making, the “TelePAK” is powered by a lithium battery and run by DVD, meaning the screening time is unlimited and the interactive “program” can be changed by the model via remote control.

Mr Naran’s best mate, 29-year-old former geologist Ben Perry, looks after the business affairs.

The company’s “fusion between a bag and a T-shirt” (and rather large fashion statement) is the latest marketing ploy following the use of Vespas, cars, moving billboards and pavements as advertising mediums.

It is attractive to advertisers because there is no parking needed and it is moveable and immediate.

For consumers, it is interesting rather than evasive – and it is humorous. For the wearer, it is lightweight (about two kilograms) and generally fun – and they can finally co-ordinate their outfit with whatever’s on TV.

Plans are afoot for involvement with the Sydney Festival and the men are also in discussions with large corporations for campaigns during next year’s Athens Olympics.

The second prototype is expected to have more features. “It’s going to be out of this world,” Mr Naran said.

Channel Zero finds the people willing to advertise on their bodies and assists with the creative campaign.

“We believe we are revolutionising outdoor marketing. The advertising market is flooded with creative wallpaper so that people are blind to the message. With this, people will know it is there – not only is it completely different, but it has sound too. People love it – they want to take it home.”

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