DDB unveils evolved brand positioning by placing ads in the least expected places imaginable
Today, DDB Worldwide has unveiled an evolved brand promise brought to life by a billboard running in one of the least expected places imaginable, starting with a sheep farm in Garston, New Zealand.
Carrying the address www.unexpectedworks.com, the billboards redirect to DDB’s homepage carrying the refreshed visual identity. While the campaign may seem like an antithetical way to launch a new brand positioning with Garston having a population of 100 humans and 40,000 sheep, it recognizes creativity is the most powerful when it’s unexpected.
DDB Worldwide has a rich history of tapping into the unexpected, dating back to Volkswagen ‘Lemon’ and finding more contemporary interpretations in campaigns including Foxtel’s ‘Grave of Thrones’, Red Cross’ ‘Burnt Christmas Tree’, and Volkswagen’s ‘World’s Smallest Dealership’.
Says Ari Weiss, chief creative officer, DDB Worldwide: “The formula for creating breakthrough creative work that drives business results is timeless. It’s how we bring that formula to life that changes on a daily basis. We’re not reinventing the wheel here. We’re simply putting more focused language around a truth that anyone who has ever worked at DDB can feel in their bones: Unexpected Works.”
Says Marty O’Halloran, CEO, DDB Worldwide: “All of us are emerging from this pandemic fundamentally changed. We took this opportunity to evolve the DDB Network and refine what makes us special, relevant and successful in this new world. Unexpected Works is our commitment to doing the best work of our lives and I’m confident it will carry us into the future while staying committed to our legacy. I’m excited to see our network come together to bring Unexpected Works to life.”
Says Andrew Little, CEO, DDB Australia: “DDB Australia loves the new proposition – we’ve always believed that Unexpected Works. Whether it’s a graveyard in Centennial Park for Foxtel, the World’s Smallest Dealership delivering big results for Volkswagen, or a sign change from McDonald’s to Macca’s, we’re confident that unexpected work leads to unexpected growth.”
The proposition was revealed at DDB’s first-ever all-staff conference held virtually for its 10,000 staff around the world.
19 Comments
This is meant to be a parody right? The old “putting a billboard in a field” bottom draw angle?
Circa a very long time ago.
How Brands Don’t Grow.
I thought unexpected works were what cause peak hour traffic jams.
obviously sustainability is big for ddb
nothing like an outdoor site in NZ countryside
Boomers getting cranky at creative again.
Retire already oldies!
Of course you do. Bless.
Genuine question. Has DDB thrown out the whole emotional advantage thing for this new positioning?
Let’s ruin it.
…. I would be inserting the Buscemi ‘Hello fellow kids’ gif in here, because that is what this all screams of.
One of those “start with the case study” briefs eh?
Everything about adland that makes the industry irrelevant and guilty of sealing its own fate… in a neat little package…
Nothing more unexpected than someone telling you about the unexpected.
Props to the design department though. Looks beautiful.
Love the design work. Hats off
The work are your ads.
The ads you do for others are the ads you do for the agency.
Good for them equals good for you.
This is the communications business…
To paraphrase somone smart: don’t tell me you’re creative, show me you’re creative. The billboard is especially sad. Reeks of desperation.
So does disruption last time I checked…
unexpected does work
but not if no one sees it
(like a poster where nobody is.)
This suggests being unstrategic with your creativity, which, rightly, pisses clients off.
Can we have our positioning back please.