SHOWCASE ISSUE

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Kenneth Lyons
5 years ago
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1 SHOWCASE ISSUE

2 WELCOME TO SHOWCASE Showcase is our quarterly review of the OOH campaigns that have dared to be a bit different in the past three months. In this issue we cover Q which includes cycles We ve enjoyed making them happen. We hope you enjoyed seeing them on the street.

Felix gets clever on OOH Nestlé Purina s popular cat food range, Felix, ran on OOH in cycle 23 and

A 3D build of Felix was placed on top of a Wrapped Luas Column at Balally Luas station.

Felix the cat was the centrepiece of the creative.

Causeway, James Joyce Bridge and climbing up The Spire of Dublin.

3 Felix gets clever on OOH Nestlé Purina s popular cat food range, Felix, ran on OOH in cycle 23 and included a special build of the brand s titular character, Felix the cat. A 3D build of Felix was placed on top of a Wrapped Luas Column at Balally Luas station. This strong special build tied in very well with the overall Outdoor promotion for Purina Felix, as Felix the cat was the centrepiece of the creative. Three different designs used in the campaign see Felix at popular Irish sites, including the Giant s Causeway, James Joyce Bridge and climbing up The Spire of Dublin. The use of Digital OOH also strengthened Nestlé Purina s Outdoor advertising, as animated content on dpods helped to give Felix an even stronger presence on OOH. Media: Mindshare Creative: Promotion Line Special Build: Eclipse Media SPECIAL BUILD 3

coincided with its headline sponsorship of the Ideal Home Show in the RDS.

appear on one Tuesday in October on the concourse.

to the activity being the accompanying #NeedMoreSpace hashtag.

Permanent tsb had come to the Guy s rescue and helped him get the space he needed.

4 Need More Space? Permanent tsb ran heavyweight OOH across October promoting its home improvement loans and mortgages which coincided with its headline sponsorship of the Ideal Home Show in the RDS. The centrepiece of the campaign was a special activation in Connolly Station which saw a Guy in a House appear on one Tuesday in October on the concourse. This tease campaign comprised of a tiny unbranded dwelling, just over one metre squared, with the only clue to the activity being the accompanying #NeedMoreSpace hashtag. This helped generate both curiosity and debate in the station and online over two days, encouraged also by Guy s own humorous Twitter feed. The big reveal on the Thursday came in the shape of a larger, better furnished home. Permanent tsb had come to the Guy s rescue and helped him get the space he needed. And Guy was joined by Home of The Year judge & ODKM Architect Declan O Donnell who gave his thoughts on the new pad on Periscope. Another innovative element was the 100ft wide branded mega billboard at Parkgate Street which incorporated all three sides of the illuminated 50ft Prismatic 96 Sheet and the design featured a 3D effect to give added depth to the room interior. Media: PHD Creative: Publicis Special Build: Eclipse Media OOH Specialist: PML SPECIAL BUILD 4

Media and Creative Agency: AV Browne OOH Specialist: PML NI West Coast Cooler wraps up for Belfast Fashion Week West Coast Cooler, sponsors of Belfast Fashion Week, displayed a vibrant Adshel Wrap on

5 Media and Creative Agency: AV Browne OOH Specialist: PML NI West Coast Cooler wraps up for Belfast Fashion Week West Coast Cooler, sponsors of Belfast Fashion Week, displayed a vibrant Adshel Wrap on Castle Place in the retail heart of Belfast City Centre. The Adshel was decked out in a bold geometric design similar to the brand s Spring campaign, but updated with sneakpeeks of what this year s Autumn/Winter show at Belfast Fashion Week had in store for the city s fashionistas. SPECIAL BUILD 5

Christmas Ltd. returns Meteor s dastardly Christmas advertising character, Nicholas St Wenceslas, returned for the 2015 festive season and was renewed and refreshed after his popularity in 2014.

With his new location now in the tropical tax haven Christmas Isles, using those visuals will cut through the normal wintery vignettes that you see at this time of the year, said Maeve O Malley,

6 Christmas Ltd. returns Meteor s dastardly Christmas advertising character, Nicholas St Wenceslas, returned for the 2015 festive season and was renewed and refreshed after his popularity in We wanted to really bring Nicholas back with a twist. With his new location now in the tropical tax haven Christmas Isles, using those visuals will cut through the normal wintery vignettes that you see at this time of the year, said Maeve O Malley, director of Meteor. As part of Christmas Ltd. s OOH campaign, a special build in the form of a sandman was placed on top of a Wrapped Luas Column. In true Nicholas St Wenceslas style, Christmas Ltd cut corners with its snowman as it was made with sand rather than snow, which is much more widely available on the Sunny Christmas Isles. Media: Vizeum Creative: Rothco Special Build: Eclipse Media SPECIAL BUILD 6

Grand Opera House turns heads for Swan Lake The Grand Opera House presented Birmingham Royal Ballet s production of Tchaikovsky s Swan Lake in November and to celebrate ballet s greatest love story,

7 Grand Opera House turns heads for Swan Lake The Grand Opera House presented Birmingham Royal Ballet s production of Tchaikovsky s Swan Lake in November and to celebrate ballet s greatest love story, the Grand Opera House embarked on a strong OOH campaign. The principle display of the campaign was the 2D Special Build 96 Sheet on King Street in the heart of Belfast City Centre. The Special Build brought to life Prince Siegfried and Swan Queen Odette, set against the striking creative for the classic production. Media: Adhaus Creative: Birmingham Royal Ballet Special Build: Alexander Boyd Displays OOH Specialist: PML NI SPECIAL BUILD 7

film s OOH campaign. The iconic image of Snoopy lying on his dog house was created as a 3D build and placed on a Luas Column at St Stephen s Green.

8 Lazy Pup! To promote the arrival of Snoopy and Charlie Brown: The Peanuts Movie in Irish cinemas, 20th Century Fox included a special Luas Column build as part of the film s OOH campaign. The iconic image of Snoopy lying on his dog house was created as a 3D build and placed on a Luas Column at St Stephen s Green. The special build really stood out in this busy city centre location, and illumination was also included on the build. Lighting was used inside the dog house and also on the four corners, helping Snoopy to shine in the evenings leading up to The Peanuts Movie release. Media: Vizeum Special Build: Eclipse Media SPECIAL BUILD 8

All Wrapped Up McDonald s latest campaign to advertise its range of wraps included a media first on OOH in Ireland, with digital dpods changing copy on

This campaign from McDonald s was an excellent example of using digital OOH media as it was intended in a simple and subtle way.

9 All Wrapped Up McDonald s latest campaign to advertise its range of wraps included a media first on OOH in Ireland, with digital dpods changing copy on a daily basis to highlight the restaurant s wrap of the day. Seven different varieties appeared on consecutive days in rail stations in Dublin. This campaign from McDonald s was an excellent example of using digital OOH media as it was intended in a simple and subtle way. Along with this media innovation came strong and simple creative that attracted attention and showed the product at its most appealing. Media: Mediaworks Creative: Cawley Nea DIGITAL 9

Smirnoff We re Open Smirnoff s We re Open campaign returned to OOH in time for Halloween and included illuminated specials as a key element of the campaign.

10 Smirnoff We re Open Smirnoff s We re Open campaign returned to OOH in time for Halloween and included illuminated specials as a key element of the campaign. The promotion ran nationwide and UV Specials were installed on 48 Sheets, with three in prime Dublin locations and one in Cork city. The UV posters were a strong and impactful addition to the campaign lighting up the streets in the evenings and through the night. Media: Carat Creative: Design+ ILLUMINATION 10

Luas Cross City Construction works for the Luas cross city are well underway and in the build up to Christmas, a time when Dublin City is filled with festivities and

An illuminated 48 Sheet special was included in the Luas OOH campaign, with the creative showing the merging of the Green and Red Luas lines in the shape of

11 Luas Cross City Construction works for the Luas cross city are well underway and in the build up to Christmas, a time when Dublin City is filled with festivities and shopping, RPA ran an OOH campaign to highlight that it s business as usual while the Luas cross city works continue over the festive season. An illuminated 48 Sheet special was included in the Luas OOH campaign, with the creative showing the merging of the Green and Red Luas lines in the shape of Christmas trees. The Outdoor special was located on Macken Street and the Christmas trees lit up the streets over the busy festive period. Media: Starcom Creative: Focus Advertising ILLUMINATION 11

Carlsberg Carlsberg ran an inventive OOH campaign in the build up to Christmas.

They also ran 6 Sheet animated transparent screens on Adshel in two key Dublin locations.

12 Carlsberg Carlsberg ran an inventive OOH campaign in the build up to Christmas. Planned by Carat and Source out of home, a variety of Outdoor specials were incorporated into the campaign, with illumination being a key element of several innovative formats. Illuminated 48 Sheet special builds ran across Dublin, Cork and Belfast. The Carlsberg pint was a 2D build on the posters, hailo lit from the behind, and its logo was in cold cathode. The Carlsberg hop leaf also lit up on the creative and was decorated around the poster so as to look like Christmas tree lights. They also ran 6 Sheet animated transparent screens on Adshel in two key Dublin locations. The 6 Sheet specials used dynamic content and were the first of its kind on Outdoor, as the installation was reworked from an in-bar format and tailored to suit the Out of Home environment. MetroGlo was also incorporated into the Metropoles that Carlsberg included in its campaign. A combination of special poster materials used with backlit technology, MetroGlo gave certain sections of the poster added impact by appearing to glow more intensely than the remainder of the poster. Media: Carat Creative: Irish International ILLUMINATION 12

Budweiser rockin around the Beechwood tree Diageo included illuminated OOH advertising as part of Budweiser s Christmas campaign, running on a

The special was located on Wexford Street and the 6 Sheet specials included in the Budweiser campaign ran across Dublin and Cork City.

The EL technology enabled the posters to gradually light up on the streets, as different sections of the poster lit up until the whole design

13 Budweiser rockin around the Beechwood tree Diageo included illuminated OOH advertising as part of Budweiser s Christmas campaign, running on a Golden Square and 6 Sheets. The Golden Square special comprised of illuminated letters, a 2D curved backlit bottle and a Budweiser logo lightbox. The special was located on Wexford Street and the 6 Sheet specials included in the Budweiser campaign ran across Dublin and Cork City. Electroluminescence (EL) technology was used on the 6 Sheet specials in this campaign. The EL technology enabled the posters to gradually light up on the streets, as different sections of the poster lit up until the whole design was illuminated. The lighting sequence on the Budweiser 6 Sheet began with the Budweiser bottle, followed by the copy Rockin around the beechwood tree, illuminating one line at a time. Media: Carat ILLUMINATION 13

14 National Lottery National Lottery promoted its Millionaire Raffle in cycle 26, building up to the raffle draw on New Year s Eve. 6 Sheets and Retail dpods were the main formats used in the campaign and die-cut was a key part of the Adshel poster designs. Small star-shaped holes were cut into the posters, giving National Lottery s campaign more sparkle on the streets and further drawing the attention of passers-by. Media: Starcom Creative: DDFH&B ILLUMINATION 14

This simple but effective technique involves holes punched into the poster, allowing more of the light to shine through on the

15 Santa Rita sparkles on Outdoor Santa Rita Wine used die-cut 6 Sheets across the Republic and Northern Ireland in December to give some extra twinkle to the brand s campaign. This simple but effective technique involves holes punched into the poster, allowing more of the light to shine through on the back-illuminated Adshel panels. The eye-catching result brought to life the starry night featured in the creative. Agency: Initiative Creative: Irish International OOH Specialist: PML & PML NI ILLUMINATION 15

Media and Creative Agency: MADISONSOHO OOH Specialist: PML NI Victoria Square lights up for Christmas Victoria Square, Northern Ireland s premier retail and leisure destination, embarked on a

16 Media and Creative Agency: MADISONSOHO OOH Specialist: PML NI Victoria Square lights up for Christmas Victoria Square, Northern Ireland s premier retail and leisure destination, embarked on a multi-format campaign in December to celebrate Christmas. The campaign used a combination of roadside 6 Sheets and T-Sides to target shoppers in Greater Belfast. The star of the campaign were the 48 Sheet special builds. White LED lights were carefully dotted across the background of the creatives on key 48 Sheet HD sites to add that extra festive impact to the striking Christmas creatives. ILLUMINATION 16

Media: Ardmore Advertising Creative: Chiho Tang OOH Specialist: PML NI Phoenix Natural Gas Phoenix Natural Gas launched an illuminated Mega Full Wrap to send the warmest of wishes for this festive

17 Media: Ardmore Advertising Creative: Chiho Tang OOH Specialist: PML NI Phoenix Natural Gas Phoenix Natural Gas launched an illuminated Mega Full Wrap to send the warmest of wishes for this festive season to people living, working and shopping in Belfast throughout December. The Mega Full Wrap is a high impact format that sees a double-decker bus wrapped in vinyl. The latest addition of illumination through the T-Side and Superside section of the fully wrapped bus produces an even more attention-grabbing format for conveying a campaign s message. The homely, winter wonderland depicted in the creative tailored for the format made the Phoenix Natural Gas campaign a strong example of the power of OOH media. ILLUMINATION 17

Media and Creative Agency: Ardmore Advertising OOH Specialist: PML NI Media: Mediaworks Creative: Publicis Engage Alex and Ani inspire on OOH Alex and Ani, known for creating jewellery with inspiring

18 Media and Creative Agency: Ardmore Advertising OOH Specialist: PML NI Media: Mediaworks Creative: Publicis Engage Alex and Ani inspire on OOH Alex and Ani, known for creating jewellery with inspiring and positive meanings, ran an OOH campaign in cycle 25 using motivational messages in the creative to share some positivity over the festive season. As part of its positive theme on Outdoor, Alex and Ani ran a bus shelter dispenser special on Leeson Street, which dispensed Christmas cards. There were four different designs Alex and and each Ani one contained inspire on OOH a positive message, the same as what appeared on the OOH creative Alex such and as It s Ani, important known for to creating stay jewellery with inspiring and positive meanings, ran an OOH campaign present, that is real courage in cycle 25 and using What s motivational for you messages in the creative to share some positivity over the festive season. won t pass you. As part of its positive theme on Outdoor, Alex and Ani ran a bus shelter dispenser special on Leeson Yvonne Ellard, Brand Manager Street, which at Alex dispensed and Ani, Christmas said: cards. There were four different designs and each one contained Alex and Ani are excited a positive to be bringing message, positivity the same to as what appeared on the OOH creative such as It s important to stay the streets of Dublin present, and the that Adshel is real dispenser courage is and What s for you won t pass you. the perfect way to help do this. It really brings the brand to life by encouraging people to send on their thoughts of positivity through the cards dispensed. We are delighted with the campaign. INTERACTIVE 18

Danske Bank dominates Belfast City Centre Danske Bank returned to Northern Ireland s OOH scene in November with a strong, multi-format campaign that included the King Street Domination in Belfast

Danske Bank used the unique opportunity to communicate its mortgage products for both first time buyers and those looking to switch provider or move house.

19 Danske Bank dominates Belfast City Centre Danske Bank returned to Northern Ireland s OOH scene in November with a strong, multi-format campaign that included the King Street Domination in Belfast City Centre. The King Street Domination consisted of four 96 Sheets, providing advertisers with a superb media space to broadcast to their target audiences. Danske Bank used the unique opportunity to communicate its mortgage products for both first time buyers and those looking to switch provider or move house. The displays were positioned parallel to the road, thereby reaching the two lanes of heavy traffic travelling in both directions of King Street. A key arterial route, King Street connects Millfield, Castlecourt Shopping Centre and Westlink traffic to and from the heart of Belfast City Centre. Danske Bank also used die-cut 6 Sheets as part of a wider, multi-format campaign in December that highlighted the company s array of digital banking solutions and customer satisfaction levels. The die-cut feature on selected 6 Sheets gave the creative a suitably Christmas feeling. Media: Carat Manchester Creative: Elm House Creative OOH Specialist: PML NI & Posterscope DOMINATION 19

Repak goes arty for recycling sake Repak commissioned a bespoke art installation to celebrate Repak Recycle Week 2015, made out of recycled plastic collected from the general public on the streets of

20 Repak goes arty for recycling sake Repak commissioned a bespoke art installation to celebrate Repak Recycle Week 2015, made out of recycled plastic collected from the general public on the streets of Dublin and recycled plastic from around the country. The sculpture, entitled Fantastic Plastic, was created by Eoghain Phelan. It is crafted from plastic drinking & toiletry bottles, airport security trays and old election posters with a few plastic cable ties thrown in for good measure! Prior to the creation of the Repak art installation, a special collection bin was created and installed in Barnardos Square in Dublin to allow the public to easily recycle their plastic and turn it into something fantastic. The piece was on display in Barnardos Square on Dame Street until Sunday 25th October. 169,000 tonnes of plastic packaging waste is generated every year in Ireland, amounting to 37kg per person. By turning that plastic into a beautiful piece of art, we re highlighting how your plastic can be used for something fantastic. - Laura Murphy, Marketing and Communications Manager, Repak. Media: Mediaworks AMBIENT 20

Bond returns to OOH James Bond returned to Out of Home in October to promote the latest

In the build up to the highly anticipated film, Sony Pictures ran a strong Outdoor

A light projection special was installed at Boland Mills for one night on Friday 23rd

21 Bond returns to OOH James Bond returned to Out of Home in October to promote the latest release in the Bond series, Spectre. In the build up to the highly anticipated film, Sony Pictures ran a strong Outdoor promotion that included a stand out special. A light projection special was installed at Boland Mills for one night on Friday 23rd October. This innovative OOH advertising strongly stood out to passers-by on a busy Friday night of the October bank holiday weekend, creating an added impact for Spectre s Outdoor promotion. Media: OMD AMBIENT 21

Dublin cityscape in the heart of Belfast Guinness brought a flavour of Dublin s cityscape to the heart of Belfast with a striking bridge installation in November.

22 Dublin cityscape in the heart of Belfast Guinness brought a flavour of Dublin s cityscape to the heart of Belfast with a striking bridge installation in November. Situated at Bridge End, where East Belfast meets Belfast City Centre, the huge OOH display on the railway bridge reaches over the 4 lanes of one-way traffic. An extremely heavily congested arterial route both day and night, it is estimated that 300,000 people see the Bridge End advert each week. Diageo utilised the bridge to promote the Guinness Storehouse. The brilliant creative shows the impressive view from the panoramic Gravity Bar at the top of the Guinness Storehouse. The campaign also featured the distinctive old brick walls of the Storehouse, in the form of additional display that flanked the bridge; thereby extending the creative space of the display in a media first. Media: Carat Ireland Creative: Goosebump MEDIA FIRST 22

Forestside Food Festival stands out on OOH Forestside Food Festival ran an OOH campaign in November that featured roadside 6 Sheets, Adbikes, 96 Sheets and the high impact front illuminated M3

In a media first, the Adshel Wrap provided a interested passers-by with detachable memos on the exciting event.

23 Forestside Food Festival stands out on OOH Forestside Food Festival ran an OOH campaign in November that featured roadside 6 Sheets, Adbikes, 96 Sheets and the high impact front illuminated M3 motorway banner on the Direct Wine Shipments building. However, the highlight of this campaign was the Adshel Wrap on Castle Place in Belfast City Centre. In a media first, the Adshel Wrap provided a interested passers-by with detachable memos on the exciting event. The eye-catching green memos were affixed to the Adshel Wrap with special adhesive, that allowed members of the public to easily remove a memo to take away with them. The result was not only attention-grabbing, it actively engaged audiences and helped to drive footfall to the Forestside Food Festival. Media and Creative Agency: ASG OOH Specialist: PML NI MEDIA FIRST 23

24 CREATIVE. STAND OUT. INGENIOUS. UNIQUE. INNOVATIVE. IMAPACT. COOL. DIFFERENT. INSPIRED. PLAY. WITTY. BRILLIANT. CLEVER. ORIGINAL. GET NOTICED. BE FUN. BE SPECIAL. Click here to see the great innovation from 2015

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