Kitchen Warehouse has just launched a new ad campaign for Black Friday that's sure to turn heads.
Led by independent creative network Special Australia, the campaign took OOH advertising to the next level by letting its products speak for themselves.
In a statement, Kitchen Warehouse Chief Customer Officer Simon Lamplough highlighted the brand's huge discounts on Black Friday, its biggest annual sales event, pointing out how a bit of creative thinking from Special was required to help the brand stand out:
"Outdoor media has always been a great vehicle for awareness, but we loved the idea of playing with the medium (and in some instances breaking it) to showcase product and price in a playful way."
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Meanwhile, the Australian creative agency's Group Creative Director Nils Eberhardt highlighted the campaign's bold choices:
They needed equally bold ads to cut through the Black Friday clutter and appeal to cooking enthusiasts, so we cut through their billboards. And blended them. And salad spun them.”
The campaign runs across OOH, with animated digital and social media versions.
OOH ads are a major part of a brand marketing strategy, promoting a brand or product to thousands of people each day, targeted by location.
The most creative billboards need to have eye-catching designs that make passersby stop and take a good look to successfully get the message across.
Taking the Kitchen to You
Utilizing cheeky humor and attention-grabbing effects, each Kitchen Warehouse billboard is cleverly designed based on the product it's advertising.
For instance, an ad for cast iron pans emphasizes the products' heavy-duty quality by having them "weigh down" the ad, its contents, and the frame it's in.
The retailer's pasta machine ad also seems to come to life, transforming the poster into a pappardelle.
Another billboard cleverly emulates bread in a toaster by having the ad stick slightly out of its frame.
Finally, an ad for a salad spinner is edited with effects to make it look like its text is spinning.
Although social media and digital ads are now dominating the industry, billboards remain a mainstay in marketing and advertising executions.
Earlier in September, dating app Better In Person put a different spin on OOH advertising that caught lots of attention.
