Dare to go upside-down

Dare to go upside-down

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.


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

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