An Adshel bus shelter was transformed into a full-on football environment last week.
On Auckland’s Queen St, a whole bus stop was wrapped in images of a grandstand of Arsenal fans. Waiting commuters soaked in the sounds of chants and cheers of thousands of football fans from hidden speakers. The shelter was laid in green turf and two real soccer players in Arsenal shirts showed their impressive ball skills.
The imaginative approach was for Emirates ‘European Connection’ campaign – did you know they fly to 22 European destinations? And being Arsenal’s main sponsors (to the tune of £100m), it was an astute double-barrelled brand exercise.
The pictures, sound and live action captured peoples’ attention and provided a multi-sensory experience.
Previous innovative Adshel campaigns include the raining bus shelter for KidsCan Trust and Big Night In Telethon. That’s right – it was raining inside the shelter, to highlight the need for raincoats for kids.
While the majority of political messages focus on rousing an individual’s sense of civic and democratic duty (such as Rock the Vote), Vice NZ is taking a slightly different route with its latest partnership with the Electoral Commission called ‘We Are New Zealand’.