As some countries start to emerge from the pandemic, the World Out of Home (WOO) organization is debuting a global billboard campaign that highlights opportunities in a post-COVID world.
Touted as the world's "biggest digital out-of-home campaign to date," it's designed to showcase the power of outdoor media. It features the first creative work from New Commercial Arts, the new agency founded in May by former adam&eve/DDB founders James Murphy and David Golding, together with Ian Heartfield from BBH and Rob Curran from Wunderman Thompson.
Taglined "#OurSecondChance, it poses questions about where the world will go in the wake of the pandemic. Among the ads are many with an environmental slant, with some reading, "Will the Himalayas still be visible from 200km away," "Will we still appreciate being outdoors" and "Will global air pollution still be down?"
The campaign is supported by out-of-home media owners across the world and National Trade Associations with an estimated value of $25m of inventory. Grand Visual is handling campaign production and distribution. It will run in Europe, North and South America, Africa, Asia, the Far East including China and Australasia. An accompanying social media campaign, featuring the hashtag #OurSecondChance, will use Twitter polls to explore consumer attitudes to the choices and opportunities presented in a world changed by COVID-19.
“'Our Second Chance' reflects the new post-COVID world, in a non-partisan way and highlights the opportunity it gives citizens across the world, to consider their priorities and aspirations," said WOO President Tom Goddard in a statement.
“This was a big brief from a major international organization and a terrific opportunity for the agency to demonstrate its capabilities in a medium we love on a global stage at a pivotal point in time," adds Heartfield, chief creative officer at New Commercial Arts .