Cannes Lions
DDB GROUP MELBOURNE, Melbourne / GOLDEN CIRCLE / 2011
Overview
Entries
Credits
Description
Create an outdoor campaign to promote the different varieties of Black Label Original Juice, while preserving the premium cues of the brand.
Execution
After several weeks spent experimenting with the balance of colours, textures and scale, we found the perfect tonal inspiration in the lithographic poster styles of the 20’s and 30’s.
Outcome
Word-of-mouth suggested the outdoor campaign had made an immediate impact – a sales increase of 16.8% over 4 weeks confirmed this indisputably.
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