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Unexpected Works: DDB unveils evolved brand positioning by placing ad in a least expected place
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Unexpected Works: DDB unveils evolved brand positioning
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May 13 2021, 9:44 am | BY Ricki Green | 14 Comments
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’.