Today, DDB Worldwide has unveiled an evolved brand positioning brought to life by a billboard running in one of the least expected places imaginable - a sheep farm in Garston, New Zealand.
Carrying the address www.unexpectedworks.com, the billboard redirects to DDB’s homepage featuring 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 Skittles ‘Broadway Musical’, Marmite ‘Gene Test’ and Stayfree ‘Project Free Period’.
“The formula for creating breakthrough creative work that drives business results is timeless,” DDB Worldwide Chief Creative Officer Ari Weiss said. “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.”
Integrated advertisement created by DDB, United States for DDB, within the category: Agency Self-Promo.