Overview
Guinness launched a novel outdoor advertising campaign utilizing optical illusions on billboards. These advertisements are designed to present distinct messages to observers, contingent on their viewing angle. A key characteristic of the campaign is the absence of overt Guinness branding elements, such as logos, on the billboards themselves.
Approach
The campaign employs specially constructed billboards engineered to display varying content based on the viewer's position relative to the advertisement. When viewed from one angle, the billboard displays the message “LOVELY,” while from a different angle, it reveals the word “GAFF.” The design allows for the presentation of two disparate words on the same physical structure, creating an optical trick for passersby.
The strategic deployment of these billboards is concentrated in specific urban environments. In London, these ads are observable in areas such as Clerkenwell and Shoreditch, locations identified as having high pedestrian traffic. A similar approach is implemented in Manchester, where billboards are situated in the Northern Quarter.
Findings
The operational mechanism of the billboards was observed to function as intended: different messages were discernible from different viewing points. The word “LOVELY” becomes visible from one particular angle, while a shift in perspective causes “GAFF” to appear. This dual-message system is presented without the inclusion of the Guinness brand logo on the billboard structures. The campaign’s creative execution is attributed to the agency AMV BBDO.
Why This Matters
This advertising strategy represents an innovative approach to outdoor media by integrating an interactive element through optical illusion. The absence of direct brand identifiers on the billboards suggests an intent to create intrigue and a memorable experience for the audience, potentially fostering brand association through an indirect, artful presentation. This method allows for a more subtle form of brand communication, relying on discovery and engagement rather than explicit display.