Simple creative with a twist - literally

There's no denying that DOOH has been the catalyst for growth in Out of Home for nearly the last decade. It has opened up new creative flexibility that comes with digital screens; to adjust the creative messaging by daypart, season, weather, location etc.

However, a great creative idea is a great creative idea, one that acknowledges the format it's running on and is developed specifically for it with thought and consideration.

MediaWorks recently ran a State Insurance campaign that caused many concerned citizens to call in reporting that a billboard was about to fall down. There was no mistake here, just the creative minds at Colenso thinking of different ways to capture the attention of our audience with their clients’ message.

In a similar vein, from the UK the team from Specsavers' in-house agency, The Agency, unveiled a "Should've 2.0" update of its "Should've gone to Specsavers" campaign as it celebrates 20 years of the famous slogan with incorrectly installed static billboards.

Both these campaigns show the star doesn’t always need to be the creative; it can be the execution.