F.Y.I.

DDB places ads in the least expected places including Kiwi sheep farm

DDB has revealed its evolved brand promise, Unexpected Works, by placing a billboard in a sheep farm in Garston, New Zealand.

The announcement:

Today, DDB Worldwide has unveiled an evolved brand promise brought to life by a billboard running in one of the least expected places imaginable, starting with a sheep farm in Garston, New Zealand.

Carrying the address www.unexpectedworks.com, the billboards redirect to DDB’s homepage carrying the refreshed visual identity. While the campaign may seem like an antithetical way to launch a new brand positioning with Garston having a population of 100 humans and 40,000 sheep, it recognizes creativity is the most powerful when it’s unexpected.

DDB Worldwide has a rich history of tapping into the unexpected, dating back to Volkswagen ‘Lemon’ and finding more contemporary interpretations in campaigns including Foxtel’s ‘Grave of Thrones’, Red Cross’ ‘Burnt Christmas Tree’, and Volkswagen’s ‘World’s Smallest Dealership’.

“The formula for creating breakthrough creative work that drives business results is timeless,” DDB Worldwide Chief Creative Officer Ari Weiss said. “It’s how we bring that formula to life that changes on a daily basis. We’re not reinventing the wheel here. We’re simply putting more focused language around a truth that anyone who has ever worked at DDB can feel in their bones: Unexpected Works.”

“All of us are emerging from this pandemic fundamentally changed,” DDB Worldwide CEO Marty O’Halloran said. “We took this opportunity to evolve the DDB Network and refine what makes us special, relevant and successful in this new world. Unexpected Works is our commitment to doing the best work of our lives and I’m confident it will carry us into the future while staying committed to our legacy. I’m excited to see our network come together to bring Unexpected Works to life.”

“DDB Australia loves the new proposition – we’ve always believed that Unexpected Works,” DDB Australia CEO Andrew Little said. “Whether it’s a graveyard in Centennial Park for Foxtel, the World’s Smallest Dealership delivering big results for Volkswagen, or a sign change from McDonald’s to Macca’s, we’re confident that unexpected work leads to unexpected growth.”

The proposition was revealed at DDB’s first-ever all-staff conference held virtually for its 10,000 staff around the world.

Source: DDB media release

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