Mediaweek’s Ad Placement of the Month: Delightful dessert placement takes the top spot

Mediaweek’s Ad Placement of the Month

The partnership between PHD and JCDecaux for Ben & Jerry’s wins September’s Ad Placement of the Month

Mediaweek’s Ad Placement of the Month examines submissions of creative and clever placements over the past few weeks.

September welcomes Darren Woolley, Global CEO of TrinityP3 and Mediaweek’s marketing/agency editor-at-large, as a judge in the series going forward.

This month, agencies shared their best, from delightful placements to a campaign with diverse placements. 

After careful consideration and deliberation of all entries, this month’s Mediaweek Ad Placement of the Month winner is:

PHD and JCDecaux for Ben & Jerry’s (Unilever)

PHD and JCDecaux teamed up to launch the new premium Sundaes range from Ben & Jerry’s to create a special 3D ice cream-themed activation that gives Bondi commuters the opportunity to enjoy the sweet scent of salted caramel as they wait for the bus.

The chosen bus shelter was the stop located opposite the Ben & Jerry’s store on Campbell Parade in Bondi, which was transformed into a giant Ben & Jerry’s Sundae.

The special build 3D bus shelter featured custom green seating and a Sundae-topping roof, complemented by a push-button salted caramel scent dispenser. Nearly half a million domestic visitors travel to Bondi Beach each year and the bus station is located along the busy 333 – North Bondi to City Circular Quay – bus route.

Woolley said of the placement: “Until we have smell-a-vision, or scratch’n’sniff computer and phone screens (an update of the scratch and sniff panel from the print world) the best way to elicit an olfactory sensory response from the audience is Out Of Home.

“This idea or building a Ben & Jerry’s Sundae Bus stop opposite the Ben & Jerry’s outlet on the iconic Bondi Beach was further enhanced by the unusual early summer heat we have experienced, thanks to El Nino and the climate crisis. 

“The choice of location and the build of a bus stop sundae may feel to some as predictable. But having a social sharable idea in such a popular and world renowned beach / summer location with adding interactive sensory sweet scent of salted caramel is a winner,” he added.

PHD Media
Ben & Jerry’s
JCDecaux Australia

Following were regarded as commended:

Akcelo – Forty Winks “Go to better sleep” campaign

Forty Winks found a way to talk about sleep and demonstrated their expertise without putting people to sleep. According to the mattress retailer Australia is in the middle of a sleep epidemic, with nearly half of all Aussie adults reporting at least two recurring sleep problems.

Akcelo’s “Go to better sleep” used humour to bring to life the many sleep problems plaguing Australians.

The campaign features a horde of ‘The Unslept’ descend on a Forty Winks store in the middle of the night – Mouth Breathers, Toss’n’Turners, Cover Snatchers, Hot Sleepers and more – each character a dramatisation of common sleep issues, brought to life in an entertaining and relatable way.

Mediaweek’s Ad Placement of the Month - Akcelo

The agency has done this through a 120” Online Brand Film, 60”, 30” and 15” TVCs, along with bespoke social placements and large format OOH. Beyond the campaign launch, audiences will see ‘The Unslept’ appear in Forty Winks’ product demonstrations, weekly retail spots and large format OOH sites around Australia, urging people to ‘Go to better sleep’.

Woolley said of the campaign: “The consumer insight regarding sleep deprivation is a good one and the creative execution refreshing for the retail category.

“It would have been good to see the media supporting this perhaps with a media buy for television of midnight to dawn for the sleepless or a search component for those searching for ‘how to get a good night sleep” or similar. 3,560,000,000 google results,” he added.

Client: Forty Winks
Creative Agency: Akcelo
Film production: Rabbit, Klang & The Editors
Stills production: Sam I Am Management & Electric Art
Media: Hatched
PR: tide

Connecting Plots – Westinghouse, Dinner Party Gone Wrong

Connecting Plots worked with Westinghouse to tells the story of a coule’s planned dinner party gone wrong, thanks to a lively Grey Morwong fish, with other plans. The couple’s Westinghouse appliances later stepped up to the plate to save the day.

Woolley noted of the campaign: An entertaining product demonstration creatively with the couple recovering the fish dinner disaster. Again, it would have been good to see a media placement that supported the creative execution and enhanced the engagement and impact of the refreshing concept for the category.

Mediaweek’s Ad Placement of the Month - Connecting Plots

Client: Electrolux Group
Marketing Director ANZ: Richelle Barker
360 Marketing Manager: Karen Nguyen
Digital Marketing Manager: Samantha Chapman
Brand Manager: Ryan Williams

Creative Agency: Connecting Plots
Co-Founder & CCO: David Jansen
Creative Partner: John Gault
Senior Art Director: Jonti Groth
Senior Copywriter: Craig Rosenthal
Integrated Strategy & Planning Partner: Tim Collier
Client Service Director: Emma McJury
Account Director: Roshani Mehta
Senior Integrated Producer: Rachel Smith Heffernan
Creative Operations Director: Sarah Miller
Design Director: Blair Palmer

Production Company: Infinity Squared
Director: Jesse James McElroy
Executive Producer & Managing Director: Erin McBean
Producer: Henry Richardson
Editor: Tim Eddy
Online: Benjamin Zaugg
Colourist: Matt Fezz
Sound: Smith & Western Sound
Casting: Peta Einberg, Peta Einberg Casting

Stills Production Company: Louis & Co
Photographer: Ian Butterworth
Producer: Luke Della Santa
Retouching: Cream

Media Agency: PHD
PR Agency: Humann

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