JCDecaux has brought some Christmas cheer to Adelaide in a unique campaign for National Pharmacies.
A special build for JCDecaux’s Large Format sign on Tapleys Hill Road on the way to Adelaide Airport sees the sign dressed in Christmas lights, which wrap around the border and the monopole of the site.
The sign, which lights up the roadway for passers-by, features a festive message from National Pharmacies that says: “Christmas never felt so Christmas”, and targets travellers on their journey to the airport. It is well timed given the easing of COVID-19 restrictions, including the recent opening of state borders, meaning that Australians can now travel across the country to visit their loved ones over Christmas.
JCDecaux Head of Creative Solutions, Ashley Taylor, said: “2020 has been a very different year to normal, both from an everyday life perspective and for the type of work that our Creative Solutions team creates. As we all look forward to the end of the year, it may come as a complete surprise that we are suddenly in December; it may not really feel like Christmas as our lives have changed so dramatically since last year; or we may need a little reminding of some Christmas cheer in the lead up to the big day. That’s what this campaign seeks to achieve.”
National Pharmacies, which has been servicing the community since 1911, engaged JCDecaux to create mass awareness for the brand, which retails beauty and fragrance products – the perfect Christmas gifts– as well as health and wellbeing products and services.
Rebecca Brooks from The Rowdy Group, which developed the creative for this campaign, said: “It has been a pleasure working with the team at JCDecaux to bring this Christmas installation to life. In a year where our routines have been turned upside down, National Pharmacies sought to bring a sense of normality to the community at this joyous time of year. What better way to do that than a Christmas Pageant and a proud display of Christmas fairy lights.”
The National Pharmacies campaign will run on the Tapleys Hill site until the 20 December.
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