MANILA – How do you make your billboard stand out from all the billboards out there? Put a car in it maybe? Sounds like a ridiculous idea but not for Land Rover and The Campaign Palace Manila/Y&R Singapore.
The “Test Drive Billboards” were placed in Bonifacio Global City during the Great British Festival and the opening of the Palace Pool Club, and at Filinvest Alabang’s open parking lot where car enthusiasts actually got to drive the Range Rover Evoque from a terrapod.
This campaign was shortlisted in Cannes Lions 2015 under the direct category and won a Bronze Clio.
CREDITS
CCO, Y&R Asia: Marcus Rebeschini Y&R Asia, Singapore
Chief Creative Officer: Badong Abesamis, The Campaign Palace Manila, Manila
Executive Creative Director: Herbert Hernandez, The Campaign Palace Manila, Manila
Art Director: Sandy Salurio The Campaign Palace Manila, Manila
Art Director: Kittisak Poonnotok Y&R Singapore, Singapore
Copywriter: Joshua Hepburn Y&R Singapore, Singapore
Copywriter: Matt Grim Y&R Singapore, Singapore
Account Director: Flow Lindo The Campaign Palace Manila, Manila
Account Supervisor: Kat Camus The Campaign Palace Manila, Manila
Account Supervisor: Ariel Bautisa The Campaign Palace Manila, Manila
Production Company: Nil, Nil
A lot of brands have already been exploring the possibilities of interactive billboards. Earlier this year, two beverage brands came out with “drinkable billboards”. First was Coke Zero. Ogilvy & Mather installed a billboard with a tube that spouts the soft drink into a drinking fountain during the NCAA Men’s Final Four competition in Indiana, USA. In the same month, Carlsberg also installed “Probably the best poster in the world” created by ad agency Fold7 and design company Mission Media–a plain green billboard with a spigot that dispenses beer attached to it.
In 2013, the University of Engineering and Technology Peru, with the help of Mayo DraftFCB mounted a billboard that produces water out of thin air to promote the technological school. The message–technology can help solve problems, and in the case of Lima, Peru, it was the shortage of water supply.
We’re sure you would agree when we say that: “That’s my kind of billboard.”
