How to create the perfect out-of-home. Part 1.

Vomit.
About 4 metres of it.
On a billboard.

Fortunately, I’ve saved you the displeasure of having to look at it.
However, the pleasure was all mine when seeing this piece of outdoor when crossing across the railway bridge between Newtown and Marrickville. I thought it was so good that it stopped me in my tracks.

It took the crucial elements that go to make advertising great and smashed each one out of the park.

Why? Let’s break down the reasons one by one.

But first let’s imagine the brief.

FMCG. Tight budget. Familiar problem. Oversaturated category.
And in the back of everyone’s minds: Let’s just reuse what worked before.

But someone, somewhere, accepted the challenge and pushed.
They saw the audience, the setting, the moment, and delivered. With gusto.

So, here’s why it works:

Audience: They understood the audience. Students. Partying. Mess.

Context: It was perfect. High amount of foot traffic. Time to dwell. Time to have a selfie next to a large amount of sick. Or next to the big bottle. Or even just the headline.

Message: Spewnado. Not big night. Spewnado. An elegantly conjoined word that will appeal to the target audience. Spewtown could’ve got a run, but no, Spewnado it is.And pay off not, cleans up mess, simply: Relax. The fewer words, the better.

Execution: Like the murals on every wall in the area, this was painted onto the bridge. It feels like it should be there. It stood out more by fitting in.

Relevance: It’s the perfect product demonstration. It’s not the confected cooking stains. Or 10 years of grime. It’s Friday night. Saturday morning. It’s Newtown down to the ground.

Spewnado may not be everyone’s cup of tea, but broken down, it ticks all the boxes for creativity, memorability, shareability, and so I would hazard a guess, effectiveness.

Could AI have created it? Well, we’ll find out in Part 2.