This is a brilliant and unusual campaign to promote Israeli Pessek Zman chocolate bar (which means Time Out in Hebrew) that wittingly expresses the brand's idea and slogan to “take a time outâ€.
The campaign uses posters that look like regular fashion ads, however the fashion models are missing. Placed next to each poster are cut-outs showing the models eating chocolate bars and “taking a time out†from their billboard jobs.
Each poster was designed to blend with its specific location and background (bus stops, walls, benches,...) such that the cut-out models would have a convenient place for their time out.
Although the campaign was only recently (March 2008) unleashed, it has generated massive buzz and interest, with more than three million people seeing it in the first five weeks alone.
Great job by Shalmor Avnon Amichay / Young & Rubicam ad agency, Tel Aviv, Israel with creatives Gideon Amichay, Yoram Levi, Nadav Pressman and art director Tal Ben-Ari.
Cut Out Model Billboards
Pessek Zman Chocolate Ads
Trend Themes
1. Interactive Out-of-home Advertising - Brands can create interactive and engaging ad campaigns using cut-out models in combination with their advertising placement.
2. Innovative Outdoor Advertising Methods - Brands can create unconventional advertising methods like the cut-out model billboard to capture attention and generate buzz.
3. Emphasizing Brand Identity Through Advertising - Brands can use creative ads like the Pessek Zman chocolate bar campaign to visually convey their brand's personality and messaging effectively.
Industry Implications
1. Advertising Industry - The advertising industry can leverage innovative and interactive outdoor advertising methods like the cut-out model billboard to provide unique and memorable experiences to consumers.
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3. Food and Beverage Industry - Food and beverage brands can emphasize their brand identity and messaging using creative ads like the Pessek Zman chocolate bar campaign to differentiate themselves from competitors.