The Sydney Morning Herald knows no boundaries in new outdoor work via Whybin\TBWA, Sydney

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Know no boundaries.jpgFairfax Metro Media’s new brand campaign for The Sydney Morning Herald has literally broken the boundaries of traditional outdoor advertising with a new and unusual creative execution in Sydney’s Surry Hills via Whybin\TBWA, Sydney.

Taking the concept of the ‘trompe l’oeil’ to a new level, the artwork appears to show a large hole knocked through the wall of a terrace building on the corner of Albion and Riley Streets. The ‘hole’ reveals a grand ballroom within, and is completely at odds with what might be expected inside a modest inner city terrace.

The new “Know no boundaries” campaign for The Sydney Morning Herald was launched last month and is one of the most significant brand campaigns in the Herald’s history as the masthead prepares for a number of important changes, including the launch of the new compact print edition.

Says Robert Whitehead, Fairfax Metro Media head of marketing & communications: “The concept for the latest outdoor activation emphasises breaking through and revealing a deeper and unexpected perspective, something that our research has shown resonates with our audience.”

Other innovative outdoor executions include supersites which play with the neighbouring building’s geometry and metrolites that featured infinity mirrors in an Australian first.

Says Whitehead: “Our readers told us that they want to use knowledge to progress. To search and delve deeper with the Herald so that they can discover all sides of a story to make up their own minds.

“The new brand proposition shows that the Herald shares its audience’s view on the world and like them, knows no boundaries.”

The Herald campaign launched on January 27, while a new brand campaign for The Age in Melbourne with the theme “Forever Curious” launched a week later.

As well as outdoor, communications channels include TV, cinema, print and digital, as well as cafe and office tower digital screens.