Out of Home Never Looked So Good - July

This month there were a number of campaigns, local and international, that caught our eye. Campaigns that went to extremes; Oatly’s word busting creative to Sky City’s simplicity of message - both effective in their own way. 

New Zealand Creative

Sky City has leveraged JCDecaux Out of Home for their latest ‘Feel It’ campaign. The beautifully simple activation focuses on the feelings people have when they visit, with a rotation of creatives showcasing the range of experiences on offer at Sky City.

Oatly has been making waves, not only in the milk alternative scene but also in the Out of Home space with their ‘rule’ breaking creative style. With a strong Out of Home style and presence in major cities around the world, Oatly is known for poking fun at themselves, and the marketing industry as a whole. This provocative strategy appeals to their target audience of trendy, knowledgeable young people who value brands that present themselves in an unconventional way that feels authentic - over glossy, conventional marketing strategies, which feels inauthentic. Their static billboard’s on MediaWorks and JCDecaux are prime examples of how they perform advertising satire. On one of these sites, Oatly put 623 words onto a billboard. Of course, Oatly knows this isn’t the ‘best practice’ for OOH advertising, but that’s precisely why they did it. Unorthodox, yet still relevant, with a dash of humour, is what they do best.

To own the moving process and communicate that ‘moving doesn’t have to be painful, with Mercury it can be wonderful’, Mercury partnered with JCDecaux, running across a selection of high-reaching Digital and Static Large Format sites, as well as Airport, in Auckland. Multiple creative messages ran to keep audiences entertained and engaged, while an innovative special build ran to add ‘wow’ factor to the campaign.

International Creative

BBDO Shanghai worked with home storage brand, Ziploc to open consumers' eyes to Ziploc's signature 'seal' which keeps food fresh, more fresh than you can imagine.

In order to showcase the effectiveness and freshness of the product when it comes to storing food, BBDO created giant Ziploc bags by transforming light boxes into giant Ziploc bags with real fresh food inside. And to demonstrate the incredibly fresh food the Ziploc bags can deliver, BBDO built a mini vegetable patch inside the displays, soil and all!

The Macca's cheeseburger. It’s Australia’s yes-please-burger. But the pickle inside? Well, that’s contentious. You’re either a pickle in or pickle out person, there’s no in-between. So, for Macca's new classic menu campaign, they transformed regular billboard placements into interactive ones, getting drivers to pick a lane based on their pickle preference. They also chose placement locations where Drive-Thru was nearby knowing that their simple, deliberately polarising question would get drivers craving their favourite burger