Out of Home Never Looked So Good - July

Our monthly celebration of bold creatives and clients from Aotearoa and around the world who have embraced and amplified the power of Out of Home through their attention-demanding campaigns.

We have some wonderful Aotearoa examples of creatives effectively using static and digital formats as well as some truly eye-catching international campaigns.

We would love to see your genius at work; send us your campaign.

Hubbard’s

Aotearoa: Hubbard’s ‘Very Fancy’ special build for the release of the Very Fancy Granola. The granola packaging design is extended onto the bus shelter, transporting commuters to a world made of chocolate, almonds and berries.

Agency: Stanley St

Out of Home Format: Street Furniture Special Build

Resene

Aotearoa: As football fever grips the country, LUMO teamed up with Mediastone & Resene to kick off a dynamic Digital Out of Home (DOOH) campaign that celebrates the power of colour in sports and showcases the New Zealand paint manufacturer’s extensive colour range.
Each competing nation’s home and away kits have been fed into the Resene ColourMatch tool, with the representative colours of the team’s jersey matched with the appropriate Resene paint swatch to be displayed on screen.
LUMO has layered in a Dynamic Creative Optimisation (DCO) solution, with 28 local games and the win/loss/draw scenarios having been developed by LUMO Labs.
Intertwined is head-to-head, live score, and match result data from the sports app Tribe, which triggers the appropriate match content across the DOOH network before, during and after game time.
A clever campaign, effective creative, delivered with smart technology.

Format: Digital Billboards

Unilever - Persil

Aotearoa: Grabbing consumers' attention when you have what is traditionally seen as a ‘low interest’ product is easy when using Out of Home. This is a brilliant example of how simply a Billboard can be bought to life and create talkability.

Agency: PHD Aotearoa

Out of Home Format: Billboard Special Build

2Degrees

Aotearoa: “Presenting the ‘Value for the Ages’ shelter art tour by 2degrees! OMD New Zealand, TBWA\New Zealand and oOh! Studio collaborated to bring this captivating campaign to 16 bus shelters in Auckland, Wellington and Christchurch. Carefully selected within close proximity to each other, the shelters offer an 'Alternate Art Tour' experience for commuters. Each shelter showcases paintings with a QR code that, when scanned, unlocks audio to an alternate analysis and the chance to score some free data! Now that’s Value for the Ages.”

Agency: Media - OMD, Creative - TBWA

Out of Home Format: Street Furniture Large Format

Turners

Aotearoa: Taking a larger-than-life personality like Turner's front person, Tina, from the audio and full motion channel of TV to Out of Home while not losing any of her charms is quite a challenge but one that was nailed by Darryl Parsons when he created Turner's first-ever Out of Home campaign with a series of delightfully humorous executions.

This was Turner’s first Auckland Out of Home campaign as they try to engage with younger audiences that are more readily reached via Out of Home.

Agency: Media - Lasso

Out of Home Format: Large format Billboards and Smartframe Billboards.

Paramount Pictures

Aotearoa: API meets DOOH in the latest campaign for Paramount Pictures 'Mission: Impossible - Dead Reckoning Part One'. Partnering with flicks.co.nz and LUMO Digital Outdoor, MBM delivered an NZ first that saw billboards display real-time movie sessions nearby, adding a real-time value exchange for audiences.

Agency: MBM

Out of Home Format: Digital Billboard

oOh!Media and Run - Matariki

Aotearoa: In celebration and support of Matariki, this year oOh!media has partnered with Māori owned advertising and design agency Run to connect commuters with the ritual of “Te Whāngai i te Hautapu”.

oOh! and Run have collaborated on three bus shelter special builds across Auckland, Wellington and Christchurch, which were live until 23rd July. The title of the creative “Te Whāngai i te Hautapu” translates to “feed the stars with a sacred offering” and draws on the Matariki ceremony of preparing and sharing kai.

Working closely with Run, Pōneke-based Māori artist Anya Greenwood was commissioned to illustrate the concept design. The design was then brought to life with the installation of a sound panel at each site that plays a 30-second narration.

Out of Home Format: Street Furniture

Haumi’s Pae Atea - Tuku Taiao

Aotearoa: Matariki, the Māori New Year, marks a significant milestone for JCDecaux as they celebrate one year of their partnership with Māori creative business, Haumi.
A connection made over lunch quickly flourished into a friendship and partnership, which lead to the development of Pae Ātea. Pae Ātea is a speaker’s bench or, more broadly, translates as an open horizon. As a nationwide initiative, it uses the platforms of JCDecaux New Zealand to provoke thought and encourage dialogue by upholding Māori perspectives and storytelling.

Each Pae Ātea tuku, or campaign, presents a simple idea that encourages people to reconsider their perspectives. Whether it's using language, timeless imagery, or highlighting the connection between humans and nature - it is a creative threshold for deepening our understanding, bridging the gap between cultures and promoting meaningful conversations.

Their latest campaign centres around whakairo, or carving, as an art form that stands out and is visually striking imagery, a departure from the usual commercial media usually seen on Out of Home billboards.

Out of Home Format: Digital Billboards

Warner Bros. - Barbie

Aotearoa/Global: The world has been turned pink as one of the most iconic and enduring toys ever has become a movie. The scale, creativity (and budgets!!) marketing the movie is mind-blowing with Mattel thought to have brokered over 100 brand partnerships for the Barbie movie, each developed with a local market in mind. An Airbnb Malibu Dreamhouse, pink Burger King burgers, Dream Xbox Consoles, Barbie and Ken on Bumble, the Barbie x Sydney Icebergs pool takeover.

The Out of Home component of this campaign was certainly eye-catching.

Agency: Aotearoa - EssenceMediacom

Out of Home Format: Almost every format there is + a few experiential’s too.