John West uses North Bondi Surf Club site for large out of home ad
FMCG giant Simplot has used the construction site of the North Bondi Surf Lifesaving Club as a billboard for brand John West. Executed by out of home company Posterscope, media agency MPG with creative from BWM, the ad calls on passers-by to photograph themselves in a ‘face off’ with a grizzly bear and upload it to Instagram with the hashtag #beyourbest2013 to win prizes.
The announcement:
Posterscope and MPG have unveiled one of Australia’s largest ever Out-of-Home executions on the world’s most iconic beach.
The landmark billboard at Bondi Beach has been created by the re-development of the North Bondi Surf Lifesaving Club, providing a canvas measuring more than 600 square metres to bring to life client John West’s “Be Your Best” message.
That’s kinda interesting. But the hash tag seems to already be used.
It also accentuates the missed opportunity, when given local budget, to use a shark instead of a bear to create a more “pointed” execution for the surreal wrestle for fish.
I personally wouldn’t like a massive image of a shark towering over me at Bondi.. scary enough. Perhaps that’s why a bear was used (allowed).
Wow in 6 days just one person has done this (look up the hash tag)
However it shouldn’t be surprising, ask yourself – would u do this???
Hi Hmmm,
A handful more (not many) have done it on Instagram.
Cheers,
Tim – Mumbrella
Do we know the vendor/media owner of this particular site?
Thank you