The Sydney Morning Herald knows no boundaries in new outdoor work via Whybin\TBWA, Sydney
Fairfax 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.
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.
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Know no boundaries?
Pl.....ease! Obvoiusly the creatives knew some boundaries and stayed well within them.
Nothing will help the Herald. It's long since gone to the dogs.
@Dick, why don't you show us the last piece of outdoor work you made (and by made, I mean sold to client and produced) that broke said boundaries. And NO, I don't work for the agency or know anyone involved in producing this campaign.
Ironically this campaign never made it to Melbourne. But we like this execution.
Brilliant.
Groundbreaking and fresh for a difficult category. And a very clever outdoor execution.
this is a great execution, its eyecatching and innovative, not sure how that ties in with SMH, but i do like what they did here, as opposed to the JC Decaux ads for this campaign.
golf clap
Art direction is terrible... the angle is all wrong.
Think like a passer-by rather than just an agency person and you'd see it feels fresh and fun. Well done.
I wonder if Doddsy knows that someone vandalised his house?
Doddsy Ive been to your place and I would have to say there is a teeny weeny white lie going on here.
Doddsy, you going to be at the cricketers later?
I think its shit.
Matty, unfortunately not. I have Wolf-minding duties.
Oh, and the angle of the poster isn't wrong. The angle of the photograph is.
:)
This matches the late 80's pop video effects in theTV really well.
Why would you take the photo from that angle if it was wrong?
Campaign Brief is the new Facebook.
I suspect severe childhood trauma.
The angle of the photo isn't wrong, it's incorrect.
Yeah The photo angle just bothers me from an art direction point of view. I like the idea essentially but can't help it would be better linked to a different client. It feels like it's 'reaching' a bit. Sorry
the old hole in the wall aye?
http://adsoftheworld.com/media/outdoor/jamaica_tourism_escape_today
Banksy has been there and done it.
Palestine, 2005.
http://banksy.co.uk/outdoors/index3.html