Playful Billboards Come Complete With Detachable Beach Gear

Playful Billboards Come Complete With Detachable Beach Gear

New Zealand soft drink maker L&P reminds people to 'hold onto summer', with ads that offer something special.

Daniela Walker
  • 11 march 2014

As the Northern Hemisphere impatiently waits for spring to arrive, the Southern Hemisphere is seeing its summer come to an end. In New Zealand, school children are headed back to class – normally a sign that summer is over – but soft drink maker L&P; want people to make the most of the time they have left.


In their outdoor ‘hold onto summer’ campaign created by Saatchi & Saatchi New Zealand, L&P; billboards offer up detachable towels and flip flops for passers-by to strip right off the ads.

Guy Roberts, Creative Director Saatchi & Saatchi, commented:

We’ve all experienced that sinking feeling when the holidays are over and we’re forced to hang up our togs, get back into our work clothes and re-join the commuter crowds to work or Uni. You’re back at your desk and reduced to watching the best days of summer from your office or classroom window. For many kiwis, L&P; and summer go hand in hand and we hope this campaign will help kiwis hold on to that great summer feeling just a little bit longer.

The outdoor campaign cleverly engages consumers by giving them free tangible signifiers of summer – something they can literally hold onto, even as the summer slips away.

Saatchi & Saatchi

Source/Images: Campaign Brief


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