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Billboard carving

Agency Network: 
Published/Aired: 
August 2010
Lay's / Kettle:  Billboard carving
Lay's Outdoor Ad -  Billboard carving

Description

In order to demonstrate that Lay’s Kettle Cooked Chips are made with traditional, artisan cooking methods, the brand hired a team of skilled artisans to hand-carve a billboard made of wood. The billboard was located in San Francisco, CA and took approximately ten days to complete. Watch the video too.

Outdoor advertisement created by Juniper Park, United States for Lay's, within the category: Food.

Advertising Agency: Juniper Park, USA
Partners, Executive Creative Directors: Terry Drummond, Alan Madill, Barry Quinn
Creative Director / Art Director: Hylton Mann
Creative Director / Copywriter: Andy Linardatos
Print Producer: Mark Prole
Props: Prop Art
Time lapse: Chad Richard
Illustrator: Gary Bullock
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Highest Rated

shortafella's picture

great outdoor. respect.

shortafella
Activity Score 1063
Copywriter at GRAFFITI BBDO |

http://www.behance.net/shortafella

gioborde's picture

Nice craft, But I ask myself ¿ at that height, would people even recognize the effort and handcraft put into it?. Could very well be a printed poster and people won´t notice the difference.

gioborde
Activity Score 1387
Art Director at LEO BURNETT |

GiBo

keithstoeckeler's picture

Good idea, just wonder how many people passing by actually knew the billboard was wood. Seems like not enough ROI.

keithstoeckeler
Activity Score 425
whatthefudge's picture

Agree.

whatthefudge
Activity Score 1266
TommyO's picture

Couldn't have said it better myself.

TommyO
Activity Score 1866
Copywriter |

That's me!
http://resiseymilim.wordpress.com

Guest's picture

zzzzzzzzzzzzzzzzzzzzzzzz....maybe if the headline was nice...but here...its just so damn plain. or if there was a better tie in to the wood carving...like hand cut potato chips but that would be BS...$$$ down the tubes

Guest
Hibon's picture

Good idea...

Hibon
Activity Score 3734

Simple ideas are the best !

Billoughsby's picture

Man, I'd kill for a good potato chip right now.

Billoughsby
Activity Score 5154
Art Director |

That's it.

Anonymous Author's picture

Can I please have that billboard when the campaign's over?

Anonymous Author
Activity Score 1541

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

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

AdsofChina's picture

They should definitely put a "like" button on this site! great work once again.

AdsofChina
Activity Score 99
Marketing Manager at 23red |

Ads of China // 中国广告
http://adsofchina.wordpress.com

FourT6and2's picture

The idea is pretty cool–crafting it out of wood. However, the actual copy on the billboard is not creative. It is a strategy statement. Couldn't they come up with a better line than just restating what the client wrote in their creative brief? "All natural ingredients, crafted with care." That same descriptor can be used for practically every "all natural" food-stuff in the world. What company DOESN'T claim to have created their product with "care." We get it, companies want us to think they put a lot of effort into crafting their goods. That's a no-brainer. I like the execution, but there's no larger idea behind it.

How does Lay's own this message? You know what else has "all natural ingredients" that are "crafted with care"? Every other product in the organic section of the market.

Why not try something like placing large-scale, hand-made wooden art of these chips (like a mural) around cities. Embed a QR Code that passers-bye can access with their phones that links them to the very video showing the art's creation. And come up with a better line than something straight out of the brief. This way, the advertising becomes something more than an ad. It becomes living art and something people can interact with and own for themselves. They feel more connected to the brand.

FourT6and2
Activity Score 218
Student
Guest's picture

why not try something like you suggest, well, because that would be stupid.

Guest
mralanjones's picture

QR codes don't really scream natural and organic.

mralanjones
Activity Score 260
Copywriter at DraftFCB, Auckland NZ
Cladman's picture

great

Cladman
Activity Score 74
Creative Director at Johnson/Gray Advertising
Guest's picture

I really appreciate the effort but......please don't waste wood for the sake of your idea...

Guest
rurorjuror's picture

Executional idea

rurorjuror
Activity Score 745
Art Director at Tough Slate Design, Kyiv, Ukraine |

http://coroflot.com/flashback62

shortafella's picture

great outdoor. respect.

shortafella
Activity Score 1063
Copywriter at GRAFFITI BBDO |

http://www.behance.net/shortafella

shortafella's picture

great outdoor. respect.

shortafella
Activity Score 1063
Copywriter at GRAFFITI BBDO |

http://www.behance.net/shortafella

Guest's picture

Great translation of the handcraft idea!

Guest
Guest's picture

Very cool idea that was well implimented!

Guest
Guest's picture

i think its great, especially the fact that it was crafted on site, creating attention. give props where due!

Guest
dollypoppin's picture

Nice idea but how many people will notice that it's wood and every element is carved into it?

dollypoppin
Activity Score 1423
Copywriter at Conceptboard Advertising |

---------
"Nihil sub sole novum"

Marlus Lau's picture

Awesome outdoor, but the problem of the target realize it's all carved...I don't know.

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
Guest's picture

I think it is a great idea. Probably not everyone will know it´s carved in wood. But it took them 10 days to finish it. At least people pass by it everyday must have gotten it!

Guest
Guest's picture

The idea is great, and the people that pass through that place daily will undoubtedly remember the brand and the food.. However, it seems wayy to expensive for such a small concept

Guest
Guest's picture

nice one , i like it very much .....

Guest
Guest's picture

It about creating buzz. People will talk about it, people will spread the word. That is the whole idea. No, passer-bys won't necessarily know that if no one told them, but imagine how FEW people would take notice if this wasn't carved from wood. No one would be talking about it. No one would point it out to their friends and family while passing by saying, "Hey, there's that sign I heard about! They actually carved it from wood!". Everyone is amazed, and most importantly, takes notice of the brand and the concept of a hand-crafted product.

Guest
keliomatic's picture

It about creating buzz. People will talk about it, people will spread the word. That is the whole idea. No, passer-bys won't necessarily know that if no one told them, but imagine how FEW people would take notice if this wasn't carved from wood. No one would be talking about it. No one would point it out to their friends and family while passing by saying, "Hey, there's that sign I heard about! They actually carved it from wood!". Everyone is amazed, and most importantly, takes notice of the brand and the concept of a hand-crafted product.

keliomatic
Activity Score 6
Janae's picture

I agree the claim is not very creative. If its took 10 days to complete, there is enough time to advertise.
the process of creating the billboard is the actual ad for me.

Janae
Activity Score 385
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