Your Brand… Only Bigger
March 5, 2009 by Ellen Ewart
Filed under Marketing
Print, digital, digital, print… advertisers might have a hard time coming to terms with where to place their message these days, but one thing that remains is the classic billboard.
I recently stumbled upon this advert for a paint company called Berger Paints and was terribly impressed by the creativity involved. It reminds me a bit of another cut-out inspired billboard that had me stopped in the street, except rather than be impressed I was downright confused (and cannot now, for the life of me, remember what brand it was). Berger Paints on the other hand, did this one correctly.
Image: www.coloribus.com
Even if the sky is not a crisp monochrome, I still think this ad works. I would even venture the notion of locals waiting to see what each day looks like through the Berger lens.
Berger’s logo is minimal but striking against the stark white of the rest of the board and therefore stands out well. Berger’s tagline is “Natural Finish Colours.” A reflection of nature I guess? Though I would add that this also reminds the customer that Berger can create any paint colour you request.
Compared to their website which is dominated by purple, this billboard does send the nature message.
According to the website, Berger, “offered people a chance to transform their homes through the power of imagination.” I’d say that brand promise is carried through in this billboard.
How well do you think this billboard worked? Will customers walk away with Berger on their minds or will it be “that really creative billboard that that paint company did”?
Credits: Brand: Berger Paints Agency: JWT Mumbai Executive Creative Director: Tista Sen Creative Director: Nandita Chalam Copywriter / Art Director: Minal Phatak Fabricator: Alakh Publicity, Tushar Rechwad. Country: India
I really like the simplicity of this, and how it automatically stands out from other typical billboards we see out there. Amazing how they matched the sky that well too!
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I thought so too, which is why I stared at it for so long. But it’s actually strips cut out of the billboard so that you look past the billboard into the sky and are tricked into thinking it’s colour on the board. Neat, eh!