Created to mark the launch of Amstel in Romania, this 3D OOH campaign for Heineken turns ordinary billboards into 3D animations, with a cold beer bottle spinning out from the screen, a cap popping off mid-air and foam spilling into view.
Creative direction & production: WINK Public Multimedia?
Art direction: Namogo
Media: dentsu Romania
The campaign includes a takeover of Piccadilly Circus and a 15 second film which shows a real Cadbury Dairy Milk chunk melt in slow motion.
CAMPAIGN CREDITS
CAMPAIGN TITLE: It could only be Cadbury Dairy Milk
CLIENT: Mondel?z International – Guilherme Ferreira, Nikhil Nicholas, Abi Eayrs
ADVERTISING AGENCY: VCCP
CHIEF CREATIVE OFFICERS: Chris Birch & Jonathan Parker
CREATIVE DIRECTOR: Simon Connor
ART DIRECTOR: Tomás Azoubel Lima
COPYWRITER: Ana Marques
GROUP MANAGING DIRECTOR: David Boscawen
MANAGING PARTNER: Gemma Findlay
SENIOR ACCOUNT DIRECTOR: Thom Gilbrook, Rosie Troen
ACCOUNT DIRECTOR: Vicky Norrington
SENIOR ACCOUNT MANAGER: Lucy Morgan
ACCOUNT MANAGER: Emira Grbac
CHIEF STRATEGY OFFICER: Clare Hutchinson
HEAD OF PLANNING: Jenny Nichols
PLANNING DIRECTOR: Dan Brown
Girl&Bear:
AGENCY SENIOR TV PRODUCER: Carly Parris
INTEGRATED PROJECT DIRECTOR: Sally Greenwood
AGENCY CREATIVE PRODUCER: Mish Dent
DESIGNER: Adam Edwards & Jose Macena
ARTWORK: James Perry & Toby Kadir
RESOURCE MANAGER: Yasmine Moridi
MEDIA BUYING AGENCY: Publicis Media
GLOBAL STRATEGY LEAD: Barry Ferguson
BUSINESS DIRECTOR: George Pearcy
STRATEGY DIRECTOR: Imogen Tomlinson
PRODUCTION COMPANY: Dan Tobin Smith Studios
DIRECTOR/PHOTOGRAPHER: Dan Tobin Smith
PRODUCER/EP: Hannah May
PRODUCTION MANAGER: Cat Irving & Becky Thompson
1ST ASSISTANT DIRECTOR: Rob Thorpe
DIRECTOR'S ASSISTANT: Elliott Lowe & Jack Lovell
STUDIO ASSISTANT: Joseff Williams
DOP: Tim Green
1ST ASSISTANT AC: Guy Hazel
DIT: Daniel Turner
PLAYBACK: Tony Crouch
MOCO OPERATOR: Dennis Henry
GAFFER: Steve Finberg
ELECTRICIAN: Rob Stewart
ASYLUM SFX SUPERVISOR: Elliot Carr
ASYLUM SFX TECHNICIAN: Andy Walsh & Daniel Tynan
FOOD STYLIST: Rosie Scott
FOOD STYLING ASSISTANT: Sophie Denmead
POST-PRODUCTION COMPANY: Time Based Arts
POST PRODUCER: Matt Squires
2D LEAD & SHOOT SUPERVISOR: Stephen Grasso
2D LEADS: Andre Bittencourt &Leo Weston
CG LEAD: Tushar Kewlani
COLOURIST: Dani Rotaru
RETOUCHER: Martin Pryor
AUDIO POST-PRODUCTION: Factory Studios
SOUND DESIGN & MIX: Anthony Moore
AUDIO PRODUCER: Olivia Endersby & Beth Massey
MUSIC SUPERVISION: SIREN
COMPOSER: Anthony Moore
MUSIC SUPERVISOR: Josh Gibbard
Credits
Head of Global Heineken® and Premium Brands – Nabil Nasser
Global Director Communication Sponsorships – Els Dijkhuizen
Global Communication Manager – Yoann Hellot
Global Digital Media Manager – Larissa Koper
Global Head of Brand & Consumer PR – Jonathan O’Lone
Global Manager Sponsorships – Annamaria Fuzy
Global Senior Sponsorship Manager – Thomas Mulders
Global Senior Sponsorship Manager – Joao Pedro Lopes
Global Sponsorship Manager – Friso Postma
LePub
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Global Co Chief Creative Officer: Mihnea Gheorghiu
Creative Director: Marie Poumeyrol
Creative Supervisor: Angela Celano
Creative Supervisor: Matteo Gemelli
Digital Art Director: Madalena Goncalves
Senior Copywriter: Alessandro Grillini
Motion Designer: Dario Lipani
Global Head of PR & Communication: Isabella Cecconi
Senior PR Manager: Luca Orioli
Head of Strategy: James Moore
Strategist: Aneta Junkova
Data Strategy Director: Andrea Battista
Senior Digital Ethnographer: Alberto Mura
Data Translator – Tumay Mavi
Global Client Service Director: Shirine Aoun
Global Client Service Director: Ilaria Castiglioni – Alexis Delwasse
Account Director: Amira Ramadan
Account Executive: Federica Bussu
Chief Production Officer: Francesca Zazzera
Producer: Nicolò Dragoni, Martina Trozzi
Art Buyer: Veronica Bottanelli
Production
Production Company: Prodigious Production
Director: Tommaso Bianchi
Head of Tv: Alessio Zazzera
Line Producer: Claudio Rimedi
EP (Local): Giuseppe Ceccarelli
DOP: Fabio Casati
Post production Company: Prodigious Milan
Head of post production: Alfredo Beretta
Colorist: Luca Parma
Editor: Claudio Roveda, Andrea Besana, Tommaso Bianchi
Photographer: Francesco Bittichesu
Post production K-V: Post Production MGCR Studio
Music:
Music Search & Licensing Director: Stefan van der Wielen
Music Producers: Thomas Harmsen & Niels Docter
Account Director: Ella Chevaso
Song: Shout
Publisher: Sony Music Publishing
Master: MassiiveMusic
Composers: Isley O.K., Isley R. & Isley R.
Dentsu
Global Strategy Partner: Simon Bielby
Global Account Director: Milo Meulenkamp
Global Strategy Director: Darren McLeod
Global Strategy Partner: Simon Bielby
Global Account Director: Milo Meulenkamp
Amplify:
Planning Lead: Cristel van de Ridder
Social Lead: Angelina Natividad
Strategic Media Planner: Bhargav Bogadala
Addressable Technology & Data Manager: Margarita Mavar
Edelman – PR
Managing Director Brand: Suzy Socker
Brand Director: Kate Gard
Creator Marketing Director: Freya Lifely
Account Director: James Foggin
Creator Marketing Account Director: Rebeca Nagy
Senior Account Manager: Sébastien-Nicolas Chiffrin
Senior Account Manager: Tessa Saxon
Senior Account Manager: Sophie Hunter
Senior Account Executive: Yahia Tamer
Account Executive: Carien van Rietschoten
Assistant Account Executive: Louis Trott
Boomerang
Client Service Director – Sebastiaan Poublon
Executive Digitial Producer – Vic Krens
Senior Community Manager – Jesus Sanz
To announce the opening of an IKEA on Oxford Street the company focused its OOH campaign on the iconic bag.
Bottega Veneta presented an interactive poetic installation in Shanghai that showcased 22.000 copies of the anthology In Such a Staggering World by Yu Xiuhua – one of China’s most-read poets – arranged to form a three-dimensional Bottega Veneta brandmark.
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Global Co-Chief Creative Officer: Mihnea Gheorghiu
Executive Creative Director LePub Singapore: Stephan Schwarz
Creative Director: Marie Poumeyrol
Creative Director: Sandra Bold
Associate Creative Director: Yucy Wang
Associate Creative Director: Giuseppe Vescovi
Art Director: Joao Araujo
Copywriter: Ruben De Barros
Head of Client Services: Giada Salerno
Account Director: Lucia Nani
Global Chief Strategy Officer: Bela Zeimann
Global Chief Strategy Officer: Sol Gahfoor
Strategy Director: Iva Boksic
Global Head of PR & Communication: Isabella Cecconi
Chief Production Officer: Francesca Zazzera
Head of Production: Federico Fornasari
Head of Video Production: Anna Sica
Producer: Edward Petrea
Editor case: Enrico Munarini
Color Grading case: Luca Parma
The creative revolves around 10 different jokes which are served depending on the data trigger and the location concerned. For example, ‘Hey you in the Italian car. Why should you always use a sat nav? Because otherwise you’ll just Rome around’; ‘Hey, driver in the white car. Why does it cost so much to put air in a tyre? Inflation!’; and ‘Hey cab driver. What’s worse than raining cats and dogs? Hailing taxis!’
Brand: Kwik Fit
Creative agency: VCCP
Creative Director: Tony Hector,
Creatives: Ed Rees & Kat Lwahas
Account Lead: Joe Humphries.
Account Manager: Stella Wharmby
Integrated Creative Producer: Eleanor Hardy
Media Provider: Ocean OutdoorCreative
Director: David Tait
Creative Client Director: Xavier Keenan
Project Manager: Joseph Banning
TDA Boulder launched an unusual OOH campaign for Daiya Foods, entitled “Hard to Notice.”
While must out of home efforts aim for maximum visibility, TDA Boulder’s campaign for Daiya Foods’ new line of dairy-, gluten-, soy-, and lactose-free frozen pizzas, rolling out in Portland, Oregon and Denver, Colorado, sacrifices visibility for memorability. Some of the ads are hard to see due to their placement, others because of their diminutive size and some (placed on Taxis) are usually traveling at too fast a speed to attract notice. All of the ads carry the message, “It’s easier to notice this ad than to notice our pizza is dairy-free.”
Large-format versions of the ad will run on “transit shelter ceilings?and on city bus roofs, visible from upper story windows only.” Small magnets and stickers carrying the message will be placed around the city by “guerilla teams.” The OOH campaign will be supported by digital efforts, as well as a print campaign in magazines such as Cooking Light, Health, Fitness and Food Network Magazine.
Credits:
Art Director: Austin O’Connor
Copywriter: Dan Colburn
Creative Director: Jeremy Seibold
Executive Creative Director: Jonathan Schoenberg
Remember back in the day when a reporter would be admonished or even fired for not being the first to cover a breaking news? Well, the times have changed. An outdoor campaign by Stuff.co.nz boasts “if our team don’t break stories first, there are consequences.” Consequences, indeed (and not for the copy editors!). One of its billboards has a tomato-pelted reporter strapped to it, while another features a reporter being dangled out of a window from high above with a banner below him featuring the same line.
This kind of reminds me of a “Saturday Night Live” skit in the 70’s that depicted a bunny with a gun to its head and the tagline, “buy this (whatever) or the bunny gets it.”
Sure, humor is a fantastic motivator and will, in this case, drive traffic to the Web, but what I love about this campaign is that it raises the bar for creative. It’s not mirroring pop culture – it’s creating it, which is what Stuff does perfectly on its website, too.
Sara Barton is a copywriter, social media strategist, and avid blogger who is in search of her next opportunity. Contact her via Twitter, LinkedIn, or her blog.
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