John West brings the bear to Bondi Beach in new out-of-home execution via Posterscope and MPG
Posterscope and MPG have unveiled one of Australia’s largest ever Out-of-Home executions on the world’s most iconic beach.
The landmark billboard at Bondi Beach has been created by the re-development of the North Bondi Surf Lifesaving Club, providing a canvas measuring more than 600 square metres to bring to life client John West’s “Be Your Best” message created by BWM Melbourne.
The site launched to capitalise on the large Bondi Beach crowds over the summer holiday period and will be in place until 27th January. It features an interactive element to entice engagement, with beach goers encouraged to upload a photo of themselves in front of the billboard to Instagram tagged with #beyourbest2013 for the chance to win prizes.
Says Joe Copley, Posterscope managing director: “The site is an unprecedented opportunity for brands to be part of one of Australia’s most iconic locations, as well as tapping into the ‘beach’ lifestyle and sentiment over the summer months.
“This first execution provides a way for John West to reach not just the hundreds of thousands of people who will visit Bondi Beach over summer, but also many more, thanks to the interactive idea, creating a reason to snap and share the ‘Face Off’ with the bear experience instantly with mates and family around the world.”
Says Melissa Roberts, MPG managing director: “It’s been a pleasure to work with Posterscope in developing this media-first opportunity. It’s also great to have a client as dynamic as John West who can understand how impactful the OOH channel can be and appreciate the innovativeness of the Bondi site.”
Says Tara Lordsmith, Simplot’s general manager Marketing: “It’s very exciting for us to head into 2013 with such an innovative and stand-out piece of activity for the John West brand. Adapting our successful creative campaign for this site allows us to really make an impact on the beach crowd. Given Bondi can attract more than 40,000 visitors in a single weekend in summer, that’s a huge reach for us.”
Says Ant Shannon, BWM creative director: “With so many interesting sites to see in Bondi, this OOH execution is a great way for the John West bear to add to the fun this summer. Take a shot and #beyourbest2013.”
17 Comments
It’s bad enough that the new Bondi Surf Lifesaving Club is two levels higher than it used to be and projected when it’s finished to block the views of the beach as the giant whale it’s slowly becoming on the surf side, but now it’s covered in a John West ad for their crap seafood in a can.
Are we really celebrating ‘Australia’s largest ever Out-of-Home execution on the world’s most iconic beach’. WTF?!
At some point this outdoor shite has got to stop, because it’s seriously out of hand.
John West have a nerve advertising at Australia’s most iconic beach when they are the worlds biggest killer of dolphins – shame on North Bondi Surf Life Saving Club too.
That is just plain wrong
ethics aside, it’s not creative. if this is an unprecedented opportunity, it’s also an unprecedented waste. why can’t we do things the french way occasionally – just make something beautiful. at least that way the people who see it every day won’t detest it.
I gave up eating tuna based on the Be your Best campaign … and now seeing this outdoor pollution makes me even more certain of my reasons why. (even besides the fact that a tuna- eating bear mascot makes no sense to me in advertising tuna)
As a bear who regularly chases young men along the north end of Bondi Beach, I appreciate the encouragement.
Epic fail for the brand and for BWM. Hands off Aussie beaches with your outdoor advertising. Leave beautiful enough alone.
Here’s to an ad-free space anywhere near the shoreline, and that includes those twits with their motorbike trailer signage.
Pure shame.
Posterscope and MPG may well get the opportunity to see just how much they’ve helped John West and BWM “tap() into the ‘beach’ lifestyle and sentiment over the summer months” when the Bondi locals get their hands on this abomination.
Can’t wait to see the boys from North Bondi ‘Be Their Best’.
Is the company really called Simplot? Hilarious.
I find it amazing that marketers think that people are that interested in ‘fish in a can’.
SOME GREAT NEWS TO KICK OFF THE NEW YEAR IS THAT LEFT FIELD HAS BRANCHED OUT (FINALLY) TO THE NZ MARKET. THANKS FOR ALL THE HELP GETTING THERE GUYS. SOME FANTASTIC THINGS IN THE PIPE LINE. #STAYTUNED
Genuine eye-sore rubbish.
Bravo to the dude who mentioned the dolphins.
Because the dolphins, of whom we normally look in the eye when we share a wave or two, will be even more sceptical of all of us when next they pop in.
Unbelievable.
BWM #beyourbest2013 #tryharderin2014
I don’t blame BWM. if it wasn’t them, another agency would’ve been given the opportunity to invade Bondi’s inner sactum. North Bondi RSL are to blame, a shameless way to raise cash to finance a struggling build. I’m sure I heard it’s being turned into a posh healthclub for minted retired bankers anyway.. Useless to most. However, Bondi is no stranger to frequent experiential activity from brands. But this big piece of traditional ‘ad’ media gets in your face. It’s horrible. If I had big enough nuts, ones below knee height, I’d hijack it with something that people actually care about. Possibly involving unicorns or rainbows. Or just cover the outside with mirrors. What next, ads instead of graf on the walls? Ads in the skate park? Ads on the Icebergs pool floor for swimmers? Backpackers wearing ads on their backs walking along the beach? Come on, I know Bondi’s a city beach but let’s leave the big ads in the city.
bill posters and graffitti are illegal …. shame the council workers aren’t out scubbing this eyesore off too …
In one week only one person has used the hash tag. One.
If you want to get people engaged with your brand you’ll need a better (note not bigger) idea than that!!
WOW, thats an abomination. Shame.