It’s the question Scots have been asked for centuries – what are they wearing under their kilts?
Drawing on this age-old fascination with Scotland’s national attire, DDB Aotearoa created a cheeky billboard to promote Neon’s upcoming new season of Outlander.
Currently on Nelson Street in Auckland, the billboard features a tartan kilt that blows in the wind to reveal a message: New Season of Outlander coming soon to Neon.
Holly Phillips, Brand and Marketing Manager at Neon New Zealand says the unique build helped Neon to stand out in market.
“The new season of Outlander is highly anticipated and this execution has been a great way to gain cut-through and generate further excitement from fans. We’re stoked with how the billboard has been received.”
Rory McKechnie, DDB Aotearoa Creative Director says: “When you think Outlander you think kilts, and when you think of kilts you think about what’s under them. It was slightly risky to pull the build off in Auckland as the city isn’t known for being windy but the execution was a huge success and was definitely eye-catching.”
The new season of Outlander launches on Neon on March 6.
Credits
Client: Neon New Zealand
Brand & Marketing Manager – Holly Phillips
Agency: DDB Group Aotearoa
Executive Creative Director – Gary Steele
Creative Director – Rory McKechnie
Art Director – Hanna Grant
Copywriter – Kathryn Prince
Lead Business Partner- Karla Fisher
Account Manager – Alex Mortimer
Planner – Katy Holden
Media Company: OMD
Senior Account Manager – Tyla-Maree Cvitanich
Senior Account Manager – Jeanne Haupt
Media Works
Account Manager – Ari Wood
