Droga’s Honeyshed project to close
It’s been a good news-bad news sort of day for Aussie adman Dave Droga. As Mumbrella reported earlier, he’s to head the most prestigious Cannes Lions jury this year.
But now it’s been revealed that his Honeyshed project – billed as an online cross between MTV and a home shopping channel- is shutting down.
Droga was the creative driving force behind the Publicis-funded scheme to market to America’s Gen Y. The high-production-levels, hard-sell site failed to find a sufficient audience and will be closed shortly, it is being reported today.
Thats a shame. Its probably just ahead of its time as its the only shopping TV i’ll watch.
It completely missed the point. Why do people who don’t know the internet always think they can show everyone who does a better way.
Hi Simon,
Let’s not forget that Dave Droga was the man who brought us “Still Free”/ tagging Airforce One, one of the most viral campaigns of all time: http://au.youtube.com/watch?v=.....re=related
It’s a bit of a stretch to claim that he doesn’t know the internet.
Cheers,
Tim – Mumbrella
Simon: “People who don’t know the Internet …” – I followed the link from your comment to your site.
Son, you ain’t no Droga.
Hi Tim,
I think there is a difference between advertising using the Internet and building a successful website. Agencies as a rule remain good at advertising on the Internet and despite the controversy I agree the Still One was clever and I suspect delivered the client the result they were after. Building websites is different. For a start Honeyshed ignores the power of search in their target market. We were doing some work with teenagers and they use Google instead of the browser address bar. Since that behaviour is widespread it’s really hard when you have a website largely invisible to these people.