Mediaweek’s Ad Placement of the Month examines submissions of creative and clever placements over the past few weeks.
February saw Sydney WorldPride reign over Sydney with a plethora of campaigns across the city celebrating the diverse LGBTQIA+ community.
The feedback following last month’s the inaugural Ad Placement of the Month piece has been fantastic, and many have sent in a submission or two showing off fantastic work across the industry.
See Also: Mediaweek’s Ad Placement of the Month: Making HELP stand out
After consideration of all entries, the top three were narrowed down:
In third place…
Laneway 2023 saw Lipton bring its No Sugar Ice Tea Peach and Lemon products to festival goers as they enjoyed good music and good company.
Photo credit: Charlie Hardy
From the agency: “Lipton brought No Sugar Ice Tea Peach and Lemon variants to life at Laneway 2023, via a multi-sensory, fruit grove inspired, Refresh Runway.
“Cooling mist, peach & lemon scents, bird song, fresh foliage and ice cold samples all combined to create a truly refreshing onsite experience for attendees.”
Photo credit: Zennieshia Butts
Photo credit: Zennieshia Butts
Credits:
PHD
Aeroplane Agency
Bolster
DRUM Australia
First runner up is…
Little Creatures Welcome to the City campaign that coincided with Sydney WorldPride 2023 celebrations.
From the agency: “Little Creatures’ strategy focused on owning the journey from the minute party goers landed in Sydney all the way into Mardi Gras and World Pride celebrations. This was achieved by dominating Sydney airport OOH placements through to surrounding the streets of the Sydney CDB and key celebration suburbs (Bondi, Paddington, Darlinghurst).
“Little Creatures showcased Welcome messages through large and small format OOH, train station placements, the light rail, murals, light projections and the Little Creatures cherub animated in a 3DOOH creative specially designed for Sydney WorldPride 2023.
“Beyond OOH placements, Little Creatures hosted welcome events around the city for Word Pride revellers featuring branded pops ups at Fair Day, The World Pride opening ceremony, and their own Welcome to Mardi Gras party at Ace Hotel for those sharing what Pride means to them across the nation’s airwaves.
“This campaign truly enabled Little Creatures to own all contextual ‘welcome’ moments to celebrate all creatures and demonstrate that they are the most welcoming and inclusive beer brand in Australia.”
Agency Credits:
UM
Mediabrands Content Studio
Thinkerbell
The winner is…
The American Express a multi-channel campaign, &Proud, which celebrated the many personalities, backgrounds and identities that make up the LGBTQIA+ communities and their allies.
From the agency: “The campaign activated a highly targeted geo-Location OOH strategy in proximity to Sydney World Pride events and over indexing LGBTQIA+ community locations. American Express served an empowering message of unity down a highly populated & diverse Sydney high street with both a bus shelter takeover and mural.
“This strip of impactful activations in the heart and soul of the community brought the &Proud message to life beautifully, reminding those thousands of passers by to express their true selves with pride.”
Credits:
UM
Dentsu Creative
Jack Nimble (Social creative agency) & OPR (PR)
We would like to share a special thank you for the overwhelming amount of submissions sent in for this month’s edition of Mediaweek’s Ad Placement of the Month for campaigns such as ARN, Jack Daniels, Prime Video, Sydney WorldPride, and Bottlemart.
Do you have an interesting ad placement coming up? Would you like your agency’s to feature next month and be in the running for next month’s edition of Mediaweek’s Ad Placement of the Month?
Send your submission to: [email protected] along with the agency’s statement about the campaign, agency credits and images of the placement on show.