There are some outdoor campaigns that may have your lips stirring into a smile as you pass them, and then are some that just make you stop dead in your tracks and go ‘wow’.
These ones remain, giving you little butterflies of excitement when you spy them, and they reside in your mind long after the campaign has ended.
Such as jamballs – thick strawberry jam encased within a gluttonous doughnut hug – which was the weakness for Mike Barry, creative director at The White Agency, in an outdoor campaign.
The out-of-home ad that brought him to a standstill was one for Krispy Kreme’s Jamballs on a bus shelter near a 7-Eleven convenience store.
Why was he like a kid in a candy store over it?
“Mainly because I love doughnuts,” he said. “But also, I enjoyed the delicious violence.”
“I was surprised that showing me exactly what I don’t want to happen when I eat a jamball made me want a jamball really badly, but that’s what happened. Sometimes I’m not as deep as I think I am and I guess this was one of those times,” he added.
“I was concerned this ad had begun something in me it wouldn’t be able to finish, but when I eventually and reluctantly pulled my gaze away from the poster I was suddenly looking across the street at the local 7-Eleven. Good outdoor placement meant a jamball was easy to find, buy and #jamstagram, all within a few quick jaywalks.”
In a potentially less diabetic-inducing move, executive ideas director at Tongue, Jonathan Pease, found a lovely bit of nostalgia at a Lego bridge.
“It’s a really clever use of an outdoor space that subtly puts the brand in there and makes it very memorable and worth talking about,” he said.
To him, the mark of a great outdoor campaign is one that is “worthy of pointing a camera at and talking about later” and something that uses the least amount of words possible.
Similarly, other outdoor campaigns that have Pease salivating involve McDonald’s turning a zebra crossing into a carton of its fries…
…Nestle’s ‘Hand of God’…
…and the leap for the ball across the road for a soccer player.
Bruce Jeffreys, founder of GoGet and part-time bus driver sees a lot of ads during his forays driving around the streets. And it’s Internet service provider iiNet’s outdoor ads that have been getting him excited.
“What I think has been overwhelmingly successful for so many years has been iiNet’s use of outdoor,” he said. “I know it’s a bit boring, but they actually have nailed outdoor with simple, strong messaging.”
Many of iiNet’s outdoor ads involve this “dorky” guy…
For Joe Copely, managing director of outdoor media company Posterscope, the latest UK-based out-of-home campaign for Microsoft Cortana, the Microsoft phone’s personal assistant, has him pretty enthused.
“It’s not so much that I particularly like the creative, but I LOVE that it is contextually relevant for every single ‘poster’ that it runs on, at any moment in time,” he said.
The campaign had Microsoft creating nearly 10,000 versions of the same ad to showcase at different locations around the UK.
The campaign was a coup in the outdoor space as it was “a blend of useful and relevant content with a simple, but very strong illustration or reminder of the product benefits”, said Copely.
“That’s a lot to squeeze into a relatively short ‘engagement’, but they have nailed it.”
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]