Billboard shines halo on ad campaign

Out of home billboard specialist oOh! says it has come up with a dramatic halo effect launch a Clinique advertising campaign, featuring two lit billboards that demonstrate the glow the product can deliver its users.

To support the campaign, Clinique’s largest product launch since its inception in Australia 40 years ago, oOh!’s in house design and production team developed a halo effect around the bottle on the billboard, to give the appearance of light radiating from the bottle day and night.

Noel Cook, group director of oOh!, says, “We wanted to produce something radically different, to add to the wow factor for this campaign launch. It is Clinique’s first out of home billboard campaign. The Halo campaign is another example of how committed our design and production team is to delivering cutting edge, innovative solutions to maximise the impact of our clients’ ads. Over the past 10 years we’ve been honing our design and production expertise to produce world-class special build concepts.”

The company created the effect by mounting a 2D extension of the bottle over the top of the existing billboard and back lighting it using LED lights. The light radiates from beneath the bottle extension and out to the sides to give the impression of a halo.

Renee De Celis, marketing manager for Clinique, says the company needed to think differently for its biggest launch in 40 years. He says, “We’re advertising on billboards because we want to make a bigger statement and reach a larger broadcast audience.”

From their sites in Taylor Square, Darlinghurst in Sydney and the Chapel St & Toorak Rd intersection in Melbourne (pictured), the billboards will have over 2.8 million contacts, according to oOH! The Halo billboard campaign will run until September.

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