Out of Home Never Looked So Good - August
Each month, we celebrate the bold creatives and clients from Aotearoa and around the world who have embraced and amplified the potential of Out of Home advertising through their attention-grabbing campaigns.
We hope you'll find inspiration in the examples we've handpicked, both locally and internationally, demonstrating how classic and digital Out of Home formats have been ingeniously utilised to deliver truly captivating campaigns. Perhaps one of these will ignite your next brilliant creative idea.
Think your campaign deserves a Speccie spotlight? Share it with us or enter it directly into the OOHMAA Awards, Q3 entries open on 17 September 2024! Let's see what brilliance you can bring to the table!
VOGEL’S
Aotearoa: Vogel’s, New Zealand’s iconic bread brand, has teamed up with DDB Group Aotearoa to solve the challenge of making perfect Vogel’s toast with their new Vogel’s Certified Toaster, available exclusively at The Warehouse.
Due to its dense texture and high moisture content, most toasters require Vogel’s to be toasted twice, leading to more frequent burns. It’s a common problem for Vogel’s lovers.
To solve this, Vogel’s partnered with The Warehouse, one of New Zealand’s largest retailers, and tested every Living & Co/Kensington toaster in-store and online. Each toaster is now certified for the perfect Vogel’s toast.
Media Agency: Market Media and MBM
Creative Agency: DDB Group Aotearoa
Out of Home Format: Multi format
TAKE THE JUMP
Aotearoa: VML and Take The Jump are on a mission to change the narrative around climate change and prove to Kiwis that any small action counts.They’ve found that too often, discussions about climate change are daunting, portraying climate action as an undesirable compromise amid looming catastrophe. It feels like such big a problem to solve that individuals don’t take any action at all.
So, VML and grassroots movement Take The Jump have launched an eye-catching Out of Home campaign highlighting seven key actions that make climate action not only achievable, but also desirable.
Media Agency: VML
Out of Home Format: Large Format Billboard
CELEBRATING THE 2024 PARIS OLYMPICS
Aotearoa: For the last few weeks Kiwis have been gripped with Olympic fever which was celebrated by Out of Home operators in a variety of ways;
Using programmatic to share with Aotearoa the Olympic Medal tally – using Out of Home to build excitement and take us all on the journey
Connecting the online world with the real world by showcasing social feeds to Aotearoa direct from Paris – getting the news as it happens
Welcoming our returning Olympians back to Aotearoa with congratulatory messages
Out of Home Format: Large Format Digital Billboards and Airport
KIDSCAN
Aotearoa: KidsCan is feeling the pinch as the cost-of-living crisis in New Zealand affects regular donors. To address the growing need, they’ve launched a new Winter Appeal campaign highlighting the increasing number of children needing their help.
The campaign spans TV, Out of Home, press, digital, radio, and social media with localised content highlighting the number of children on the local waitlists, separate from the national waitlist of over 10,000 children.
Media Agency: OMD
Creative Agency: The Monkeys Aotearoa
Out of Home Format: Multi format
LION - MAC’S BEER GINGER GIANT
Aotearoa: The integrated campaign marks Mac’s first foray into the competitive RTD category, celebrating Ginger Giant, alcoholic ginger beer made with New Zealand Vodka. The campaign features a series of ‘sightings’ of the Ginger Giant himself as he delivers ginger beer up and down the country from his forest cave.
The Ginger Giant is packed with personality and lays down a pretty clear challenge; if you don’t like it, tell the giant yourself.
Launching in August with Out of Home, BVOD, digital and social, the Ginger Giant campaign features a custom-built billboard on the corner of Karangahape Road, in central Auckland, which features the giant peering out and reaching over a wall and is sure to capture attention.
Media Agency: Essence Mediacom
Creative Agency: DDB Aotearoa
Out of Home Format: Street Posters
HEINZ
The Netherlands: New ‘Pickle Switch’ machine from Heinz encourages picky pickle eaters to trade their unwanted pickles for a free bottle of Heinz Pickle Ketchup. Located in Rotterdam, the human vending machine was created in response to new research that reveals 1 in 4 Dutch adults like the taste of pickles, however a third (38%) prefer to remove pickles from their burgers, tossing them into boxes and napkins before they take their first bite.When asked why they commit such a culinary crime, 26% cited texture - not the taste – as the main thing that puts them off pickles.
And no, the Dutch people weren’t randomly carrying pickles around the city; the vending machine was tactically placed outside Diego’s Burgers.
Agency: Fitzroy
Out of Home Format: Stunt
LOREAL - MAYBELLINE
Australia: Maybelline‘s newly launched Firework Mascara campaign in Australia includes a tram shelter with extra lighting, a custom roof pelmet, and a motion sensor-triggered beauty product commercial for commuters when they enter the stop.
Agency: Wavemaker Victoria
Out of Home Format: Mutil Format
DECATHLON
Canada: As almost every digital display in the world turned to a 'Blue Screen of Death', global sports Brand Decathlon capitalised and played on this very rare and disruptive event and switched their digital Out of Home ads into a way to get more people outside.
Media Agency: Cossette Media
Agency: Rethink
Out of Home Format: Large Format Digital Billboards
