In terms of marketing, journalist Warren Berger explains unconventional guerrilla-style advertising as "something that lurks all around, hits us where we live, and invariably takes us by surprise".
[1] These premises apply to the entire spectrum of guerrilla communication because each tactic intends to disrupt cognitive schemas and thought processing.
The term was created in 1997 by Luther Blissett and Sonja Brünzels, with the publication of Kommunication Guerrilla Handbook (originally in German, translated in 2001 to Spanish and Italian).
Both pertain to autonome a.f.r.i.k.a gruppe, which includes many people involved in communication guerrillas such as activists and non-artists living in different German peripheries.
It consists on taking images, ideas and forms to change the communication process or its usual presentation to create confusion and reconsideration about each own cultural grammar.
The new elements in the communication process create perturbations, which are effective to offer a critic vision to general public in front of the traditional point of view.
Creative director Bogusky had the notion that the homeless "live in separate culture, where things take on new meanings- a bench becomes your bed; a shopping cart becomes your closet".