Outdoor media player Adshel has launched a re-energised trade media campaign that highlights the necessity for brands and advertisers to continue to stand out during the winter months when shorter daylight hours reduces the visibility of non-illuminated out-of-home (OOH) campaigns.

The ‘Shine Brighter’ campaign emphasises the effects winter has on the commuter journey, including changed behaviours and attitudes during the cooler, darker months.

It also urgers advertisers to ensure they engage commuters – especially during peak evening commutes in the winter months – by selecting Adshel as the OOH partner on their media plans.

The campaign features the characters of Tom, Charlie and Anna, personifying Adshel’s commuters across the streets of Sydney, Brisbane and Melbourne.

Adshel’s head of marketing, Charlotte Valente, said: “During the winter months, it’s the time to remind brands and advertisers that in order to deliver effective and impactful campaigns that truly connect and engage with commuter audiences.

“They need to select illuminated formats, or they’ll be left in the dark – after dark. Adshel provides quality illuminated products to ‘Shine Brighter’ day and night, 365 days of the year, and we’re committed to the ongoing expansion of our Adshel Live network to reach even more Australians than any other out-of-home roadside network.

“This is a true broadcast solution delivering an audience of over 6.3 million unique people.”

Valente continued: “We also like to have fun at Adshel, and this campaign not only represents our audiences, but it’s also a reflection of the Adshel approach – unique and responsive. Our network shines bright day and night, and so do the brands that partner with us.”