3D pop-out billboard creates new tactile outdoor advertising category
A New Zealand based drinks firm is looking to put some fizz back into streetside advertising with the launch of a 3D advertising billboard in Auckland, Wellington and Christchurch that allows passers-by to prise off detachable free gifts.
L&P, a popular lemon drink down under, commissioned Saatchi & Saatchi NZ to come up with a number of the inventive advertisements to target commuters, tempting them with detachable sandals, cut-out flip-flops and pop-out towels.
Each ad sports an arresting canary yellow design along with a written suggestion for pedestrians to help themselves to pieces of the ad, with one reading: “'Hold on to summer. Grab a towel. Here's one.”
Commenting on the ‘Hold onto Summer’ campaign Saatchi & Saatchi NZ. creative director Guy Roberts said: '”We've all experienced that sinking feeling when the holidays are over and we're forced to hang up our togs, get back into our work clothes and re-join the commuter crowds to work or Uni. You're back at your desk and reduced to watching the best days of summer from your office or classroom window.
“For many kiwis, L&P and summer go hand in hand and we hope this campaign will help kiwis hold on to that great summer feeling just a little bit longer.”