Significant seven: Best outdoor ads
Over the next few days, we are publishing highlights from this year’s Mumbrella Annual.
1. Evolve Skate, ballroom
A room flipped upside down shows how a skateboarder sees the world – as a playground of ramps, jumps and half pipes. That it’s a ballroom is a playful poke at the snobbery directed towards skateboarding culture which is, quite literally, turned on its head in this ad. A simple, elegant idea that looked great on posters dotted around the grungier parts of Melbourne.
Agency: Ogilvy Melbourne
2. New Zealand Police Force – Spence
A brilliant tactical idea that hit the streets just after the second earthquake hit Christchurch. Banksy-esqe stencil art of cops in action with the tag line ‘You can make a difference’ were sprayed on walls around the shell-shocked city. Powerful stuff.
Agency: M&C Saatchi, Auckland
3. Walt Disney – Pirates of the Caribbean
With its smoking guns and supersized Johnny Depp, who wouldn’t be attracted to eye candy on such an epic scale? This billboard was erected ahead of the fourth in the Pirates of the Caribbean series. A case of an ad for a film being superior to the film itself.
Agency: Carat International
4. Nike Factory Store, Renovations complete
Launched to draw attention to Nike’s new factory store, this out-of-home talking point is a good example of an agency taking a fairly humdrum idea, and executing it in an interesting way. The painstaking construction of a giant Nike logo pays homage to the brand’s ‘Just Do It’ spirit.
Agency: US Sydney
5. Mars, Pedigree, Home Alone
This poster won a well-deserved gong for best copywriting at the Caxton Awards. With the tagline ‘With omega3 for a smarter puppy’, the campaign features an intelligent word maze, alluding to the thoughts a puppy might have when its master has gone out. Another clever bit of pet-love creative by Pedigree.
Agency: Colenso BBDO
6. Meat and Livestock
Australia, That’s your Beeflex Featuring a giant steak sizzling on the barbie, this billboard emitted plumes of smoke to get meat-lovers in the mood with summer on the way. In addition to the billboards, bus shelters gave off the smell of cooking meat to further stimulate the “Beeflex” of passers-by. No fun for vegetarians.
Agency: BMF
7. Kayser – 3D Bra Bombshell
To promote the launch of its new bombshell bra, Kayser made a large pair of breasts seem even bigger by using 3D effects on posters. Not subtle. And probably not good for a driver’s concentration. But effective.
Agency: Paper, Rock, and Scissors
This list first appeared in the Mumbrella Annual, which is currently on sale priced at $10 for access to the digital edition or $20 for both print and digital access.- Both can be ordered through Realview, via this link
Dang. would have loved to be able to read that Pedigree one, but the image resolution isn’t high enough… =(
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Hi Noni,
Click on the image to make it (um, smaller). Then click on that and it’ll get bigger. Then click on that and it’ll actually be readable.
Easy, huh?
Cheers,
Tim – Mumbrella
that pedigree ad wasn’t seriously an outdoor ad was it? it’d be a great print ad, but how many cars driving past will get any message from that? or is it for the few thousand people waiting for a bus? is fit for the medium considered here?
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How can pedigree possibly be an effective outdoor idea? Maybe if it was a cross-track train station poster, but they are all landscape. If it’s designed to reach people sitting in bus shelters then the cost per reach would be outrageous and no marketer in their right mind would approve it.
And how many people are carrying around a pair of 3D glasses in their back pocket?
Both these executions are great print ideas (assuming you could get 3D glasses with the mag) but an insult to everyone who has slaved over a brief and fought to narrow an idea down to 4-5 concise words.
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