AJF dare to turn billboards on their heads
Melbourne’s AJF Partnership has turned convention on its head by running an inverted campaign for clients Lion Dairy’s drinks brand Dare Iced Coffee.
Inversion conversion
Harnessing the mighty caffeine’s famed powers of focus, the inversion cretaes a literal framework for the campaign strapline: “When your place is all over the head, a Dare fix'll fix it".
"The installers at oOh! Media will be posting our large-format billboards upside down for the first week,” said Peter Toone, Starcom Melbourne general manager.
"In week two, the installers will realise that their 'place was all over the head', and set about turning the skins the right way around during peak hour traffic."
Mary Stafford, Lion Dairy and Drinks, Dare Iced Coffee brand manager said: "Everyone can relate to those moments where you're just not thinking straight - this kind of creative execution brings to life this occasion on a large scale.
“It is exactly the way we want to engage people with a meaningful and fun experience of the Dare brand...After all, a Dare fix'll fit it."
The campaign will run in Melbourne, Brisbane, Sydney and Perth until September.