Agency Network: 
December 2010
HAK Outdoor Ad -  Carrots


Since carrots improve eye sight we made a billboard showing a very small packshot. If you can’t read it you might need HAK carrots.

Outdoor advertisement created by Van Walbeek Etcetera, Netherlands for HAK, within the category: Food.


It's HAK carrots you need.

Advertising Agency: Etcetera, Amsterdam, The Netherlands
Creative Directors: Edward Bardoul, Raymond van Schaik
Art Director: Chris Sant
Copywriter: Dieuwer Bulthuis
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Guest's picture

Good insight, but the result is unclear ... Only a few people will get closer to read the billboard .

jackmancer2017's picture

Hehe, based on an urban myth but I love it ;p I wonder about the effectivity of this ad though as bypassing cars will surely not see it and it won't be THAT genius that it creates a social media hype, but still, thumbs up.

Guest's picture

very nice advertising

Guest's picture

Usually the simple the better, but I don't feel this is the case...

LeeHarvey's picture

Ah the old 'carrots-are-good-for-your-eyes' joke, in a very eighties art direction on a very eighties medium; a billboard. Bet there was only one and the creatives fixed the whole poster, made of A3 sheets, themselves.

Activity Score 3045
Creative Director
morse's picture

Feels like 80's indeed. Still works.

Activity Score 18087
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Guest's picture

is it just me, or does the logo and image and copy look like it was photoshopped onto this board?

Guest's picture

indeed scamad

Guest's picture

this has been done many times over. Here is just one example

Guest's picture

very nice ad!

UndoRedo's picture

"Since carrots improve eye sight we made a billboard showing a very small packshot. If you can’t read it you might need..." slow the heck down and stop your car next to the billboard. Its kinda forced. And i feel like i've seen this before.

Activity Score 101
Copywriter at Forero & Rivier
Guest's picture

Would have never made the link between carrots and eye sight without the explanation. Especially with this product.
And besides that. Why oh why would I buy carrots to improve my sight? And why oh why would I buy 'HAK' corrots and not other carrots.
Doesn't work for me.

AlfredoGil's picture

I completely agree. I knew the connection between carrots and eyesight because my mother sold carrots to me this way as a child - but even then I didn't make the connection with the ad. They need to communicate this. Also, their unique selling proposition is that carrots improve your vision, but where does that leave HAK? What makes HAK special? I love simple ads, but this is too simple to be effective.

Activity Score 133
mikeelrapido's picture

Eyecatchy, great one!

Activity Score 1929
Copywriter at Evo S.C. |


Blashyrkh's picture

Love it.

Activity Score 32890
Art Director
Anonymous Author's picture

I thought carrots made you see in the dark, not gave you Leica-like ocular lenses.
Leica should do a carrot ad to go with their lovely Robin one.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.

Guest's picture


Guest's picture

It's not a good ad because it's just not suitable for a billboard. At all. Effectiveness = 0. Shame on creative directors, probably too eager to send this to festivals.

thedesignaddict's picture

Normal people won't make the eye-sight connection.

It's just another, 'aren't we clever?' piece of creative made by ad people, for ad people.

Activity Score 5403
Art Director at Freelance
everartz's picture

good idea! i like it :)

Activity Score 7613
Art Director |

| everartz |

jackblack's picture

I guess I need some.

Activity Score 2357
Art Director
picky2's picture


Activity Score 280
Dzsoi's picture

If you can’t read it you might need it, but you won't eat it because you can't read it, can you?

Done and done zillion times better (for example hockey ring link).

Activity Score 8557
Copywriter at Brightly
Guest's picture

DONE ! way much better by dr oetker - eat more carrot cake

Billoughsby's picture

very nice ad.

No, I'm kidding.

A semicolon is more exciting.

Activity Score 5150
Art Director |

That's it.

LeeHarvey's picture


Activity Score 3045
Creative Director
Guest's picture

Studies have shown that carrots don't necessarily improve your eyesight more so then other foods. This more more of a story parents told to get their kids to eat them. If you are eating a proper diet then this doe snot apply but if you are in a developing world, then eating carrots could in fact boost vitamin A.
Do your research!
This ad also is more so a waste of energy to make because you would miss the target the majority of the time. You shouldn't expect that people are going to walk up to it... who has time for that?

BananAd's picture

..or "if you read it from 20 meters away - skip this ad, please/do not pay attention.(...Your eyes don't need this...)

Activity Score 103
Art Director
Chelsey Homan's picture

I didn't get the eyesight thing. Maybe it's me, or maybe it's just not clear enough. Also, bad logo placement. I would have put it...really anywhere but there, where the logo of the actual billboard dominates it.
However, if done better, this would be an awesome interactive kiosk; the further you get, the blurrier the screen. Maybe then I would come closer. But not for this. This sparks no curiosity.

Chelsey Homan
Activity Score 90
Chelsey Homan's picture

does the crinkled white background distract anybody as much as it does me?

Chelsey Homan
Activity Score 90
ad-aholic's picture

maybe putting this beside a sidewalk is better, people with see the message while approaching the billboard ! but really cool

Activity Score 6