Koo “South Africa’s first edible billboard”
Spectacular OOH activation
October 16 is World Food Day. It is an initiative by the United Nations Food and Agriculture Organisation to end world hunger and promote good nutrition. KOO, South Africa’s favourite food brand, celebrated this important date in a unique way: with South Africa’s first edible billboard.
For two weeks, the community of Dobsonville, Soweto, was abuzz with speculation about a 6 metre by 3 metre KOO billboard which asked: “Can a billboard change lives?”
On October 16, all was revealed. The night before, a special frame around the existing billboard was filled with 2106 KOO cans which formed the shape of the KOO logo. The cans were then distributed to community members of Dobsonville who got to engage with the billboard. As each can was removed from the frame, via a specially constructed chute, a new message was revealed: “Helping to feed a nation”.
Awards:
2014 Creative Circle Awards - 1st Place: OOH