Innovation: Makes Sense When The Sun’s Out

Innovation: Makes Sense When The Sun’s Out
Advertising
Industrial Brand
  • 28 june 2005

Some of the most compelling executions of innovative communication design can often be found in the most mundane places. True innovation doesn’t always have to rely on new technologies or gimmicks to capture an audience’s imagination. Look around you and consider new ways to use existing platforms without being cliché or resorting to cheap tricks. So often the test of a simple and elegant innovation is one that evokes the comment, “why didn’t I think of that!”. A fabulous example of innovation in a longstanding advertising format can be found in this billboard by New Zealand’s Clemenger BBDO. A recent winner of a Cannes Bronze Lion award in the Outdoor category, the billboard uses over 12,000 aluminum pegs on a white background to to create images in the sun instead of conventionally printed media. When there is no sunlight the billboard appears to be blank (white on white), but in the sunshine a sunbathing woman appears. The halftone image is ingeniously created by varying the lengths of the pegs, each casting different sized shadows, creating the image from shadow as the sun moves across the sky. The simple tagline reads “makes sense when the sun’s out.” Considering the product being advertised is Sunsense Suncreen, this solution is not only incredibly innovative and rich in original concept, but completely relevant and appropriate. Brilliant.

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