Primedia Outdoor supports the ‘#OurSecondChance’ Digital OOH campaign
“‘Our Second Chance’ reflects the new post-COVID world in a non-partisan way and highlights the opportunity it gives citizens across the world to consider their priorities and aspirations,” says Tom Goddard, president at WOO.
“New Commercial Arts has produced a stunning campaign that shows the OOH industry at its best and most striking: a reminder to advertises and agencies that, as the world re-opens for business, OOH remains the only true global broadcast medium,” adds Goddard.
The global ‘#OurSecondChance’ campaign, which is believed to be the world’s biggest DOOH campaign to date, was launched on Monday, 27 July in:
- Europe
- North and South America
- Africa
- Asia, and
- the Far East including China and Australia.
Primedia Outdoor is currently screening the global campaign across its roadside digital networks in:
- South Africa
- Botswana
- Namibia
- Nigeria
- Swaziland
- Zambia, and
- Zimbabwe.
The campaign will run for the duration of August 2020. It is the first major campaign from New Commercial Arts, the agency formed in May by adam&eve founders, James Murphy and David Golding, with Ian Heartfield from BBH and Rob Curran from Wunderman Thompson.
“This was a big brief from a major international organisation and a terrific opportunity for the agency to demonstrate its capabilities in a medium we love on a global stage at a pivotal point in time,” says Ian Heartfield, chief creative officer at New Commercial Arts.
“The quality and ubiquity of screens around the word make DOOH the perfect medium to address global audiences at scale, centralised localisation and reversioning delivers control and maximises creative impact across the diverse DOOH landscape”, said Neil Morris, CEO at Grand Visual.
Jorja Wilkins, marketing and marketing services executive at Primedia Outdoor, says, “We are absolutely delighted to be a part of this global initiative that really showcase the power of OOH as a global broadcast medium.”
Alongside the DOOH campaign will be a social initiative with the hashtag ‘#OurSecondChance’, deploying Twitter polls to explore consumer attitudes to the choices and opportunities presented in a world changed by COVID-19.
Source: Media Update
