Dare launches upside down billboards part of ongoing campaign via AJF Partnership
Dare Iced Coffee plans to stop traffic around the country with a playful outdoor tactic inspired by the creative idea from AJF Partnership, “When your place is all over the head, a Dare fix’ll fix it”.
Says Peter Toone, Starcom Melbourne general manager: “The installers at oOh! Media will be posting our large-format billboards upside down for the first week.
“In week two, the installers will realise that their ‘place was all over the head’, and set about turning the skins the right way around during peak hour traffic.”
Images of the re-installation will be released to the Dare Facebook community as Dare “apologises” for the mistake – the installers’ heads were all over the place.
Says Mary Stafford, Dare Iced Coffee brand manager: “Everyone can relate to those moments where you’re just not thinking straight – this kind of creative execution brings to life this occasion on a large scale. It is exactly the way we want to engage people with a meaningful and fun experience of the Dare brand…After all, a Dare fix’ll fit it.”
The out-of-home component is part of a wider campaign running until September. The billboards will run in Melbourne, Brisbane, Sydney and Perth.
Client: Dare Iced Coffee
Stephen Smith – Brand Director, Drinks
Todd Gordon – Marketing Manager, Dairy Beverages
Mary Stafford – Brand Manager, Dare Iced Coffee
Creative Agency: AJF Partnership
Creative Director – Josh Stephens Media Agency: Starcom
Penny Shell – Business Director
Jessica Bell – Client Business Manager
Stephanie Davis – Client Business Executive
5 Comments
Like these. Great on air ads too
I almost crashed on the freeway trying to read it.
Yes, the one on the Westgate Freeway is super dangerous – cars swerve there every day as people try to read. Hope Dare are ready for the lawsuit when a serious crash happens. Mind you – great billboard just in a really stupid, stupid place
so no creative team on this but 3 media credits?
Will be a bit hard for average Jo to get. They don’t think like advertising people do.