KitKat encouraged the British public to ‘have a brrr’ from the cold weather we experienced earlier this January in a play on their classic ‘have a break’ tag line. This OOH campaign may seem simple, with just three words of copy, but by reacting to Baltic temperatures that swept the nation and going from concept to implementation in just 36 hours the campaign was not just innovative but effective. Because the ad was so relevant to what was going on at the time, it not only demanded more attention from the viewer but was likely to be more memorable too as it would stick out against less relevant advertising.

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Streaming service Now have created a OOH billboard to promote the new season of True Detective. But, instead of simply promoting the show, they have an innovative technique to communicate the message of the series and convey the idea that things change as the sun goes down. Now used light sensitive paint on the billboard to change the imagery from including eight silhouetted figures during the daytime, to an empty landscape with only their footprints left behind at nighttime. The fact that this ad changes throughout the day allows viewers who pass by it more than once (perhaps on their morning and evening commutes) to call extra attention to it, wondering ‘is that different?’. The billboard therefore evokes a sense of mystery and encourages the viewer to want to understand why it changed and what that means.

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Beer brand Heineken offered a witty and pun-filled campaign to promote their alcohol-free beer to coincide with dry January. Their video ad rolled out across channels and makes use of footballing legend Gareth Bale as they encourage consumers not to ‘Bale’ on drinking with their mates even if going sober for the month. The humour and inclusion of a sports star appeals perfectly to the core beer-drinking and pub-going demographic, immediately grabbing their attention and making them take notice of the product. It works to subvert the idea that going sober means having to ‘bail’ on social occasions that involve drinking, instead showing that you can still have a drink with your friends, it just happens to be alcohol free.

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