Responses by Evan Vosburgh, associate creative director, Walrus
Background: Everyone loves ice cream. But, people are more health conscious than ever, so we knew that a fruit bar with half the sugar would be a hit, especially in Southern California, where Kingston Fruits Bars was launching. Our audience was pretty much everybody, and we felt that that product spoke for itself. All we needed to do was raise awareness. These billboards were placed on major roads that led to Kingston's key accounts, and social was geo-targeted against store zip codes.
Reasoning: It’s always easier when a product has a nice and simple claim to bounce off of when you’re concepting. In this case, the answer was right on the packaging; half the sugar led right to half an ad. We thought it was a fun visual idea that would stand out, especially for OOH.
Challenges: In a few locations, we couldn’t do actual half billboards, which meant we needed to fake it. It was tricky figuring out how to create a background that would be both an easy read and believable during different times of the day.
Favorite details: Even though we’re pleased with how the billboards came out, I’m most proud that we were able to make the Instagram post copy break right along with the post image. It took a bit of fiddling with—tweaking line breaks and figuring out where to cut off certain words—but nailing that down was a pretty cool moment.
Specific demands: A great client always makes life easier. Alan Cunningham from Wells Enterprises, who we’ve worked with before, was on board with the idea right from the first presentation. Very little changed from comp. to final execution. I mean, how many clients let you chop their product description in half?
Anything new: Half a billboard doesn’t cost half as much to make; it costs more!