Icebreaker wraps man in plastic for first OOH campaign

New Zealand-based sustainable apparel brand, Icebreaker has launched a new brand platform ‘Plastic Man’ that it says is designed to address the “uncomfortable truth about wearing plastic”.

The out-of-home (OOH) campaign depicts someone wrapped in plastic, with the line “Still wearing plastic? Choose 100% merino clothing”.

One of the assets for the campaign

Icebreaker worked with outdoor suppliers Lumo (NZ) and QMS (AU) and programmatic digital out of home platform, Hivestack to launch their first outdoor campaign powered through and integrated with Google Marketing Platform’s Display & Video 360 in Australia and New Zealand.

Icebreaker digital marketing manager for Asia Pacific John Waltmann said: “Through this new brand platform launch we have seen the importance of integration particularly with new technologies that can help us enter uncharted spaces. The confronting nature of ‘Plastic Man’ has meant that we can be bolder as a brand. We are excited to be leading the charge in this space across Australia and New Zealand with the outdoor campaign powered with Google Marketing Platform’s Display & Video 360.”

The campaign will be on digital billboards in Melbourne, Auckland and Christchurch.

According to Icebreaker, since launching in the first week of October it has reached over 3 million-target consumers in Australia and over 1 million in New Zealand, while seeing new user growth in both Australia and New Zealand, with New Zealand user growth up 23% and Australia gorwth up 45% year-on-year.

Hearts & Science NZ group digital director Mike Delaney commented: “Icebreaker’s ‘Plastic Man’ is such a compelling and important message that will continue to provoke consumers and competitors alike going forward. Working with key partners like Google & Hivestack, we are able to enter a new high opportunity channel and technology that has helped showcase the strength of Plastic Manin a nontypical way for the Icebreaker brand.”


Client/brand – Icebreaker

Media agency – Hearts & Science

PR and comms agency – Poem


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