It's starting to get chilly outside and Bonds wants the men of Melbourne to sit up and take notice, with a seven storey, interactive billboard showing how weather impacts their “boys”.
The execution is the latest iteration under the award-winning 'The Boys' campaign, and shows the two characters reacting to weather conditions via a live RSS feed on Ooh!Media's iconic Bourke Street Mall billboard.
When the temperature drops, the boys shrink to the top of the billboard, and when the weather warms up they hang freely. In addition, when Melbourne encounters some particularly windy weather, the boys get swung about in the breeze too.
Clemenger BBDO Melbourne creative director Ant Phillips says the campaign aims to build on the message from last year's digitally-based campaign.
“There’s a lot your boys have to go through and that includes changing climates during the day,” Phillips says.
“So we designed a billboard that not only displayed the weather, but also showed men how their ‘boys’ would be affected.”
Digital out of home (DOOH) has had the capability to serve creative based on weather conditions for some time, but Ooh!Media's Brendon Cook says this latest campaign shows how matching the capability with smart creative can lift a campaign.
“While we pioneered a technology more than two years ago to serve up advertising based on average temperatures, this campaign takes it to a whole new level using live RSS feeds,” Cook says.
“Through our ability to innovate and Clemenger BBDO’s excellent creative, the campaign will drive much greater consumer engagement than previously possible.”
The billboard execution is part of the latest phase of 'The Boys' campaign which saw three new films released last week, with more anticipated through the year. It builds on the first iteration of the campaign which gathered considerable earned-media despite having a limited initial media investment and was a digitally-only campaign.
Client Pacific Brands Underwear Group
Emily Small Head of Marketing, Bonds
Mahli Pullen Senior Brand Manager, Bonds
Jessica Harvey Brand Manager, Bonds
Agency Clemenger BBDO Melbourne
Ant Keogh Executive Creative Director
Ant Phillips Creative Director
Richard Williams Creative Director
Simon Lamplough Group Managing Director
Sharon Adams Operations Director
Karolina Bozajkovska Senior Producer
Outdoor Media oOh!media
Production Company Guilty Productions
Tony Rogers Director
Jason Byrne Producer
Marin Johnson DOP
Micheal J Luteman Editor, The Butchery
Photographer Chris Budgeon
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