Sanitarium’s new out-of-home campaign uses bold colours and hands popping out of holes to remind Kiwis about their breakfast cereals.
The campaign by Pitchblack Partners’ focuses on well-known products, with Pitchblack taking a literal hands-on approach in the treatment. The ads show hands appearing from holes in the wall or floor to hold up the box of cereal in question.
Pitchblack business partner Campbell McLean says the Sanitarium team were great to work with and “really understood what best practice out-of-home looks like”.
Pitchblack creative partner Liz Richards added that the campaign is based on a “very single-minded concept – executed with bold, striking visuals that draw the eye and communicate at speed”.
Sanitarium senior brand manager Anna Antunovich says it enjoyed collaborating with Pitchblack.
“We’re really proud of the fresh above-the-line look we have created for our cereals portfolio – it’s a great compliment to our recent pack design refresh and in-store promotional activity.”
The campaign is led with outdoor media including bus shelters and mall media, supported by digital video and social; and will see large format digital billboards launch this week.