Big’s new campaign for SkyCity has been turning heads in Auckland.
JCDecaux’s The Frame newsletter picks out the SkyCity billboards as an example of what makes great Out-of-home creative: “No more than three elements (headline, image, logo), short copy lines paired with emotive imagery, and easy legibility of logos”. The campaign achieves “a very positive outcome where the copy is consumed within the context of the image and the branding has high saliency. It is beautiful and effective Large Format work.”
Says Joe Holden, creative director, Big: “The Feel It campaign breaks down SkyCity into the feelings you have when you go there. It’s such a simple concept to grasp, outdoor is the ideal medium for it. A captivating image with a single word headline, paid off with Feel It and the logo. Done. Digital billboards enable multiple executions – and therefore multiple different feelings – to run at the same time. It all adds up to a compelling story about SkyCity.”
Says Jon Spittle, GM marketing, SkyCity New Zealand: “It’s a great time to remind Aucklanders and visitors from the rest of New Zealand that SkyCity offers a range of memorable experiences.
“This campaign celebrates the feelings we create for the people that come here. A delicious meal, a relaxing massage or yoga class, a walk around the outside of SkyTower, or a jump off it, a stay in one of our hotels, or a night at the roulette table; all of these activities create memorable feelings.”
The outdoor work is supported by a series of 15 second video executions.
Client: SkyCity New Zealand
Agency: Big Communications
Media Agency: Wavemaker