The OOH rule is make it visible from a distance – make the image large enough to be seen clearly and the copy large enough to read. GUT Mexico has made the image of Modelo beer’s new compact beer bottle, Modelito, so tiny in such a huge billboard that it’s almost invisible. And the copy? Well, it says, “Great taste in a small size,” in Spanish – if you can read it.
But breaking the rule makes you want to look, yes?
The campaign introduces the brand’s new 210ml bottle – for when it’s a small social moment or for moderate drinking. And makes the novel product idea stand out.
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