Wind is powering the digital out-of-home campaign for The Southerly – an energy source that truly fits the brand name. Newly launched, The Southerly’s creation is a luxury whisky-infused 300+ MGO manuka honey.
Lumo billboard sites have been curated to mirror the target audience and then upweighted when the wind blows from the south by integrating weather data from MetService.
“We’ve had plenty of fun over the years using light, time and temperature, so wind felt like the obvious element to amplifying the brand,” says Damon O’Leary, Creative Director, Hello. “We’re blown away to see the brand come to life and it’s great to see the product gaining traction in the market.”
“It has been an absolute privilege to develop the brand identity for The Southerly,” says Ryan Marx, Creative Director, Marx Design. “Every aspect has been crafted to reflect the product and showcase the very best of the country’s fare.”
Innovative ways
“It’s great to see creative agencies still finding innovative ways to leverage our screens and their capabilities,” says Phil Clemas, co-founder and CEO, Lumo. “We’re proud to get behind innovative businesses before they take their product to the world.”
“We’ve very fortunate to be surrounded by an incredible depth of talent,” says James Polhill, Director, The Southerly. “The end result reflects the countless hours our incredible team have poured into bringing the brand and business to life.”
The campaign is currently live across out of home, magazine, digital and social media.
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