Our new positioning line is “Know no Boundaries”. We needed people to remember this. We also needed to demonstrate this in a fresh, innovative way. The challenge was that we needed to do this with existing media builds that were, by nature, NOT new.

The brief was simply “Know no boundaries”. The team therefore looked at how best to break the limitations of existing media. Large scale outdoor is nothing new, but this was the first time that this traditional medium had been pushed beyond its own boundaries.

Results were extremely favourable. The executions helped generate 91% brand awareness and 66% consideration, which led to an 88% conversion rate into heavy usage.