London to go dark for 20th anniversary of Earth Hour
London advertising landmarks including Piccadilly Lights and BFI IMAX will once again switch off for an hour this weekend to symbolise a moment of global unity for nature restoration
Waitrose has launched an OOH display featuring a giant kebab skewer breaking through a billboard, as part of the promotion of Waitrose’s summer campaign
Waitrose has launched an out-of-home (OOH) campaign, featuring a creative 3D build of a giant kebab skewer breaking through a billboard.
The OOH display was created to highlight one of the slogans of Waitrose’s summer campaign: “Anything is a kebab if you put a skewer through it.”
The campaign was made through the collaboration of a range of OOH media agencies and studios, namely Wonderhood Studios, MG OMD, Talon, and Grand Visual.
The billboard is part of a larger Waitrose campaign titled ‘Let Your Summer Side Out’, which is centred around the idea that mealtimes are more flexible in the summer due to a more relaxed schedule, thereby changing people’s eating habits.
The concept of spontaneity informed the media planning and buying handled by MG OMD, which put forward the idea of a special build execution to drive excitement for the campaign. The idea was then developed by the creative team of Chiara Piccirillo and Coel James, both from Wonderhood.
Grand Visual facilitated the production and build of two giant kebabs with 3D food items and the installation at each location, working closely with Wonderhood to ensure each component looked realistic from all viewing angles.
The two London billboards involved in the campaign, one in Camden and the other at Westfield Shopping Centre, were chosen strategically by Talon as high footfall areas where the design would have an impact and generate buzz, increasing the chance of them being photographed and shared online.
Speaking of the campaign, Nathan Ansell, chief customer officer at Waitrose, says: “We really wanted to have some fun with these billboards.
“Summer is for letting your hair down and being more spontaneous about food and this campaign is designed to encourage customers to do just that.”
Jack Croft, executive creative director at Wonderhood Studios, adds: “We wanted to challenge ourselves to see if anything truly is a kebab if you put a skewer through it. Turns out, it is.”
Wonderhood also recently teamed up with the British Skin Foundation for a digital out-of-home (DOOH) campaign titled ‘The Burnable Billboard’, reflecting the effects of sun exposure in real time.
‘The Burnable Billboard’ is the world’s first multiple-location DOOH campaign to tackle the topic of sun damage, following new research from the British Skin Foundation which reveals that 38% of Brits had already been sunburnt during spring of this year.
