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Best of 2012 30 Outdoor campaigns of note

January, 2013

Aarti Chhabra, New Delhi

It's already that time of the year - everyone will pull out their lists and countdowns. So why not revisit some of the better work coming out of advertising agencies, in 2012? Let's start with a quick dekko of the Outdoor work that caught my fancy:

1. Idea-: A path breaking innovation by Bates Wallstreet to promote Idea's 3G Data Card.

2. Colors- Milestone Brandcom disrupted the outdoor landscape to unleash the unsettling wrath of the wrestle warriors for 'Ring ka King'.

3. Nokia Lumia- Nokia's 'Amazing Everyday Campaign' just got a little more amazing as it in association with Lintas Initiative unveiled the Lumia branded Jet Airways aircraft. Branded entirely in the new Lumia colours, the Jet Airways plane sported the tile interface of the new Nokia smartphone on its windows, as well as inside the aircraft.

4. Volkswagen: DDB MudraMax went 360 on OOH for Think Blue. The agency installed an exceptional art-piece of the iconic Beetle created wholly out of scrap collected from various Think Blue clean-up drives undertaken by Volkswagen.

5. Apollo Munich Health Insurance- DDB Mudramax, the agency partnering Apollo Munich in their 'Unbelievable' concepts, came up with an execution whereby it snowed in Chennai, a city which has never seen snowfall! A snow machine threw imitation snow around an igloo, attracting crowds who not just experienced it, but took home the experience in their mobiles and cameras to share with others.

6. Cancer Patients Aids Association- a totally fresh approach by Ogilvy. The agency turned the lighter (public lighters that almost all cigarette shop in India is fitted with) into a chanting lighter - and every time a smoker tried to light from it, it played 'RAAM NAAM SATYA HAI' - a chant which is sung when people's corpses are carried to the funeral pyre. Which meant whether the smoker loves the idea or hates it, he or she will not be able to ignore it. Smokers were taken aback by the new way of spreading the message.

7. Titan Accessories- Innovations were placed with spread by DDB MudraMax; to ensure every corner took note of the campaign. A belt wrapped a crunched billboard, another wrapped vertically around the billboard, a wallet jutted out of the billboard.

8. McDonalds- an amusing take on the craving for a McDonalds by Milestone Brandcom.

9. PSI- a rare innovation of Coughing Hoardings by Glo.

10. HDFC Life Insurance- super hijacking of ambient media by HDFC.

11. Reebok- dummy containers of CrossFit Gym were placed by DDB MudraMax, on the conveyor belts, which highlighted the message 'The Sport of Fitness has Arrived in India', to mark the brands arrival in the country.

12. MTS- Apex Integrated Marketing creates visually disruptive innovation to announce MTS' highly lucrative scheme of 25 paisa/minute STD calls

13. Switzerland Tourism- a traffic stopper of a hoarding. Milestone Brandcom used a cable car going skywards to& fro from the famous Mt. Titlis that stands tall at 10000 feet.

14. Tata Photon Max- a simple idea by MOMS to convey the effect of the "dongle" in active mode.

15. BBC Entertainment- great use of space in this billboard from Milestone Brandcom to promote the Frozen Planet show.

16. Max Bupa- a simple campaign by Platinum Outdoor that not only educated the target audience on the company's value proposition but also prompted them to engage with Max Bupa.

17. Godrej Interio- nice twist by Brandcomm to the traditional billboard format.

18. Fanta- a one-of-its's-kind branding initiative by Glo -fully wrapped and branded train in Mumbai.

19. BLUE- Posterscope Group- Making the right MOVES atop the moving billboard.

20. Adidas- clever use of technology by Posterscope to promote adidas Tango 12 and Predator Lethal Zones.

21. Monte Carlo- super hijacking of ambient media by OMI for Monte Carlo. To communicate the new collection they simply used rear retail projection. This was done using digital luminaria window.

22. Mantri Developers- Imagine walking into a mall and running into this Digital Interactive Mannequin.

23. Tata DOCOMO & Milestone Brandcom- created history by achieving a unique feat of creating world's largest signage displaying the company's logo.

24. Dabur Oxylife- traditional media or outdoor? Whatever. Imaging converting the plain billboard into real time bubbles floating to emphasize on the benefits of Oxygen for the skin and its health. Done by JCDecaux.

25. Tata Indicom- a simple idea by MOMS to promote TATA Indicom's new plan 'Ab aadhe mein hi baat ban jaye'.

26. ABP News- a much talked about campaign that to me conveyed the big brand Star News turning into ABP News.

27. Citibank- a simple but a high visibility campaign that celebrated 200 years of Citibank.

28. Aircel- The target group got their full quota of amazement not only from music and footwork but with two new live and popular gaming activities - Boxing and Football. By DDB MudraMax.

29. Raymond- A Comms grabs festive shoppers' attention with Raymond's eye-level facades

30. Frooti- AdzEdge established OOH connect for Frooti across 20 cities

Hope you liked the collection here. Did I miss out any obvious big ideas of 2012? Do comment in.

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