Smoke signals and RAA send strong message to Adelaide motorists in outdoor campaign via kwp!
South Australian motorist association Royal Automobile Association (RAA) has launched a new outdoor campaign via kwp! and oOh!
Equipped with an environmentally friendly smoke machine, timed to the rotation of the traffic lights, the outdoor billboard is seen by thousands of commuters each day, piquing curiosities and firmly delivering the campaign’s message.
Key sites on roads across Adelaide include a special build on Hindley and Morphett Street, comprising a cut out extension, steam machine and messaging on an LED display.
The special build carries the message “Miss out and you’ll be fuming” while environmentally-friendly steam pours out of the billboards car extension in time to the changing of the traffic lights below.
Creative Director: James Rickard
Creative Team: Matt Minear, Michael Gagliardi, Dave Ormston
Media Team: Lucy McFarlane, Nick Ryder (Ikon Adelaide)
Account Team: John Baker, Andrew Carracher, Jock Auld
Agency Producer: Hayley Johnson
Production Company: oOh! Media
Art: Dan Parsons
Client Team: Frances Brechin, Matthew Selth, Bronwyn Putland
Printing: Cactus Imaging, Silverwater
6 Comments
Nice, and I don’t mind the pun. But every smoking billboard I have seen before, and I have seen a few, has been shut down PDQ by the local fire department, which gets sick of fielding calls from the public. I have to wonder how long this one will last.
Good.
Adelaide represent. Solid creative…
mmm my personal rule of puns… if you go “ah! clever” it’s good. If you groan, it’s bad.
Yep, it’s KWAP alright.
The writing is weak. And the pun is only part of that.