Michael Dorrian, Senior Designer at Start Creative, last night launched his tenth design reference book 'Guerilla Advertising'. The event was attended by leading lights from London's creative industries, including journalists, designers, photographers and advertising executives.

The advertising industry is in a state of flux. In an age where we can choose what media we consume, the traditional channels of TV, press and poster are no longer always the most appropriate for a brand to reach its target audience. As a result, global brands are opting to implement ever more inventive and original schemes to get their products talked about. Microsoft covered Manhattan in butterfly stickers, Volkswagen made a Polo out of ice and parked it on a London street, and Adidas suspended two footballers high above the streets of Tokyo for a death-defying kickabout.

Guerrilla Advertising shows the best international examples of the varied and inventive tactics that are being used today by big-name brands, non-profit organizations and individuals to promote themselves, their ideas and their products. 68 international campaigns are featured, grouped according to their approach: Street Propaganda, Site-specific Media, Sneaky Manoeuvres, Stunts and Multi-fronted Attack.

Written by Gavin Lucas, Staff Writer at the leading international communication arts journal Creative Review.

Designed by Michael Dorrian, James Sterling and Tony Fox at Start Creative

Published by Laurence King in October 2006