Creativity

This Creepy 'Devil Child' Baptism Notice Was Actually an Ad

Swedish Horror Festival Brings a Satanic Twist to the Classifieds

By Alexandra Jardine. Published on Aug 27, 2015

Editor's Pick

To attract visitors to Swedish horror film festival Elmsta 3000 Horror Fest, its agency placed an ad in the classifieds -- and got worldwide attention.

Back in May, agency Saatchi & Saatchi Stockholm placed a fake baptism notice in a Swedish newspaper, with cues that only those with a knowledge of horror would pick up on: three curls on the baby's forehead spelled out the numbers "666," her name was Lucy (a reference to Lucifer) and the email address to reply to was "Satan's Mother" backwards. The ad was soon noticed by media as far away as China. The result: the festival got global recognition and 81% of the target group RSVP'd within 24 hours.

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