By Candide McDonald, editor.
My car is being repaired. What was meant to take one week has so far taken four. My nightly trips to and from the Sydney Dance Company classes that save my soul are now by train, and I am getting a real life experience of outdoor – actually underground – advertising in Sydney.
Most of it is blah. If that includes your work, sorry. But when you have the opportunity to have thousands of people read your ad twenty or so times while waiting for a train, and when you have the chance to produce an ad that’s attention-worthy-GIANT-sized, do something worthy of that. Don’t squander a gift.
One brand is making the most of the gift it has been given. Oatly. The creative was done in-house at Oatly in Sweden and is being managed here by CTD In The Bag, a company that helps unique brands to get a place on supermarket shelves. The campaign, which is running in Sydney and Melbourne, is everything right for its environment, its audience and its brand personality.
Plus, I have never given venturing outside the dairy milk I adore a second thought until now. Now I might.
The uni student standing beside me when I took these photos at Central Station in Sydney, said to me, “Awesome, aren’t they?” He might too.