Issue #7 - Less is More?
Oatly’s wordiest billboard ever
Oatly doesn’t like following rules. “It’s not one of our core competencies,” insists its in-house creative director Kevin Lynch. “We realise billboards are supposed to be short and to the point.” So when it came to announcing the oat milk brand’s arrival in New Zealand, it naturally took up two billboards just to get ‘one thing’ across.
Possibly ‘the wordiest, stupidest billboards ever’ (Oatly’s words), the ad goes to great lengths to tell its audience all they need to know about the brand, continuing on to an adjacent billboard when it ran out of room, concluding ‘yes, your initial scepticism was apparently well-founded – that really was more than one thing’.
Source: thedrum.com
McDonald’s pixelate iconic menu items
They’ve only gone and done it again…
With McDonald’s France reopening its restaurants across the country, these pixel art OOH ads became centre-stage, concealing menu favourites behind blocky low-resolution imagery.
They are once again, SO confident that their iconic menu sells itself, they can afford to pixelate staple items instead of relying on typical ‘food porn’ shots… And let’s be honest, they are right.
Relying entirely on existing customer knowledge, the ‘No Logo’ campaign adopts a minimalist approach, obscuring its top-selling burgers behind a veil of pixelation, accompanied by the question ‘Guess who’s back?’. It was devised by McDonald’s long-term ad agency TBWA\Paris.
Source: thedrum.com
Campbell’s soup updates iconic can after 50 years
It's always controversial when a heritage brand decides to update its look, and in this case it's one that's also an icon of the art world. Campbell's soup has made the first major update to the design of its flagship cans for the first time since Andy Warhol put them on the wall of a gallery in the early 1960s.
Source: creativebloq.com
My recommendation this month…
Read Humanizing B2B.
“This book brings together the latest thinking on humanized B2B marketing, to help leaders and their businesses grow, dominate their categories, and become meaningful in today’s demanding world.”