Clinique has launched its first-ever billboard campaign in Australia to promote its new Dramatically Different Moisturising Lotion.

Two billboards feature a 2D extention of the image of the bottle that are lit from behind with LEDs to create a halo effect.

The billboards have been put up at Taylor Square in Darlinghurst, Sydney, and at the junction of Chapel Street and Toorak Road in Melbourne.

Noel Cook, group director of OohMedia Road, said: “We wanted to produce something radically different. The ‘Halo’ campaign is another example of how committed our design and production team is to delivering cutting edge, innovative solutions to maximise the impact of our clients’ ads.”

Clinique marketing manager Renee De Celis said it’s Clinique’s biggest launch in 40 years. “We’re advertising on billboards because we want to make a bigger statement and reach a larger broadcast audience,” she said.

The campaign runs until September.

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