Out of Home Never Looked So Good - February

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.

Don't forget to enter the Q1 OOHMAA Awards - The Speccies! If your campaign stood out and ran between January and March 2024, submit your entry here before April 10.

ENTERPRISE DUNEDIN

Aotearoa: The talented team at Strategy Creative, along with their client Enterprise Dunedin, have designed a campaign that humorously targets urban centres like Auckland, Wellington, and Queenstown, pointing out the cost and time pressures of living in those areas. The campaign points out the benefits of living in Dunedin, suggesting it might cost less in many ways than expected. It invites people to rethink their priorities and consider reclaiming time lost to commuting or waiting on uncertain job prospects. Dunedin Works Better captures the tongue-in-cheek Dunedin tone of voice unique to our city brand, while developing new eye-catching assets with memorable messaging.

Creative Agency: Strategy Creative

Out of Home Format: Large Format Billboards

TĀTAKI AUCKLAND UNLIMITED

Aotearoa: To promote an exciting and unique musical, Tātaki Auckland Unlimited and MBM sought an equally exciting and unique placement to hero the show. The brief was to build fame and make the media placement a bit of a destination for musical lovers.Shout proposed a bespoke light projection on a highly visible iconic wall on Queen Street, just up the road from the Civic, where the musical was being held.  To help build anticipation and excitement, the campaign was live for a week ahead of opening night.

Media Agency: MBM

Out of Home Format: Large Format Billboards

REALESTATE.CO.NZ

Aotearoa: realestate.co.nz’s latest campaign is all about ditching the bad rental for a better one, addressing the many reasons Kiwis might want to level up their living situation. Crafted by Droga5 Aotearoa this integrated campaign highlights realestate.co.nz’s rentals. It speaks to everyone from young folks moving out for the first time to families needing more space—whatever the reason, they’ve got a place for you.

The campaign uses clever placements and relatable scenarios to show realestate.co.nz as the go-to for rental woes.

Creative Agency: Droga5 Aotearoa

Out of Home Format: Multi Formats

AUCKLAND TRANSPORT - POTHOLE PROMISE

Aotearoa: AT’s ‘Pothole Promise’ tackled a major frustration for Auckland drivers head-on, committing to repair 95% of potholes on high-traffic roads within 24 hours of notification. To drive home the message, the creative approach was simple yet impactful. Bus backs carried bold statements like “Here today, gone tomorrow,” making them impossible to ignore on the very roads where potholes were a problem. The AT Pothole Promise logo lockup reinforced accountability, while subtle design elements, like replacing the letter ‘O’ with a pothole graphic, kept the campaign visually engaging. A clear call to action directed Aucklanders to the AT website, where they could easily report potholes.

Creative Agency: Creative@AT Creative

Media Agency: MBM

Out of Home Format: Bus Backs and Digital Street Furniture

GREEN CROSS HEALTH - LIFE PHARMACY AWKBOARDS

Aotearoa: Indiscreet billboards for discreet deliveries – a combination of transaction data and custom-triggered, highly indiscreet digital billboards let New Zealanders know that Life Pharmacy was now on Uber Eats. Some pharmacy purchases can be, well… awkward. From lubricants to laxatives, picking them up in person isn’t always ideal. But with Life Pharmacy now on Uber Eats, the embarrassment is no longer yours—it’s the delivery driver’s.

Creative Agency: FCB

Media Agency: Hearts & Science

Out of Home Format: Large Format Digital Billboard

DULUX

Aotearoa: 6 months in the making, and now the Dynamic Dulux Colours of New Zealand campaign has been revealed. This innovative billboard campaign brings the ever-changing scenery to life in real-time. Cameras capture the view behind the billboard every minute, and a custom-built system analyses the image to detect the three most dominant colours. These colours are then matched to the closest Dulux paint swatches, instantly updating the creative across five sites. The result? A dynamic display that transforms with the environment, seamlessly blending advertising with the world around it.

Creative Agency: Latch & Pitchblack Partners

Media Agency: MBM

Out of Home Format: Large Format Digital Billboard

SMITH’S

Australia: Traditional chip advertising often features meticulously crafted, photoshopped potatoes, perfected to an unrealistic degree. In contrast, this campaign took a bold and unexpected approach—showcasing empty packs with only a few lingering crumbs.

By stripping away the usual glossy imagery and focusing on what’s left after complete enjoyment, the campaign cleverly tapped into consumer cravings. The absence of chips made the message even stronger—Smith’s chips are so delicious, they never last long.

Agency: Special Australia

Creative Agency: Special Australia

Out of Home Format: Large Format Billboards