Dare to go upside-down

Dare to go upside-down
SHARE
THIS



Starcom has turned advertising on its head for Dare Iced Coffee.

The media agency is behind a new outdoor campaign for the drinks brand, featuring upside-down billboards.

The campaign, with creative by JWT, features the tagline ‘When your place is all over the head, a Dare fix’ll fix it’.

Peter Toone, general manager of the campaign’s media agency Starcom Melbourne, said: “The installers at OohMedia will be posting our large-format billboards upside-down for the first week. In week two, the installers will realise that their ‘place was all over the head’, and set about turning the skins the right way around during peak hour traffic.”

Mary Stafford, brand manager for Dare Iced Coffee, said: “Everyone can relate to those moments where you’re just not thinking straight – this kind of creative execution brings to life this occasion on a large scale. It is exactly the way we want to engage people with a meaningful and fun experience of the Dare brand.”

The billboards will run in Melbourne, Sydney, Brisbane and Perth.

Credits:

Client: Dare Iced Coffee; brand director – drinks: Stephen Smith; marketing manager – dairy beverages: Todd Gordon; brand manager – Dare Iced Coffee: Mary Stafford; media agency: Starcom; business director: Penny Shell; client business manager: Jessica Bell; client business executive: Stephanie Davis; creative agency: AJF Partnership; creative director: Josh Stephens

Please login with linkedin to comment

Latest News

ARN Launches ‘SONIC’ Business Division, Partners With Global Audio Branding Consultancy
  • Marketing
  • Media

ARN Launches ‘SONIC’ Business Division, Partners With Global Audio Branding Consultancy

Australian Radio Network (ARN) has announced the launch of a new business division and exclusive new partnership with a global audio branding consultancy.  The launch of SONIC is part of ARN’s vision to create the future of audio entertainment. It evolves the radio network’s existing audio creative expertise to leverage the connection between brands, audio […]

McCann Melbourne Appoints Aaron Lipson As Associate Creative Director
  • Advertising

McCann Melbourne Appoints Aaron Lipson As Associate Creative Director

Creative agency McCann has appointed Aaron Lipson to the role of associate creative director for its Melbourne office. Lipson joins McCann from Cummins & Partners Melbourne, where has worked as a senior art director for more than six years. Lipson is also a regular tutor and lecturer at AWARD School and ADMA Creative School. His […]

Keeping Up with the Centennials: Buy Social, Pay Offline
  • Advertising
  • Media
  • Technology

Keeping Up with the Centennials: Buy Social, Pay Offline

Dentsu Aegis Network, in collaboration with Econsultancy, today launched Here Comes the Centennial: Southeast Asia’s New Generation of Shoppers. Here Comes the Centennial is a white paper investigating the online buying behaviour of centennials – consumers of the future – in the region. Launched on the sidelines of FUTR Asia 2018 Summit, the study finds […]