Just a few years ago Outdoor advertising meant just vinyl billboards. And then interactive elements were built into billboards (see a whole lot of creative outdoor work here) and the category has morphed into anything from ambient ideas to mall activations.
In this context, the Cadbury Say It With Chocolate activation, which did the rounds of ad blogs earlier this year is spot on. It has the key ingredients of a great activation and not surprisingly, won big at the Kancil Awards. At the centre of the idea is a great insight – the overdose of social media activity makes one yearn for gestures which have a personal touch.
Agency: Ogilvy & Mather
You like? See another noteworthy Kancil winner here.