The problem with many marketing executions in our fleeting and instant world is that all too many of them are simply a photographic stunt, a risk not actually taken but simply digitally falsified.

The beauty of adam&eveDDB’s new OOH campaign for Marmite is that it is as explosive as it actually seems. Created in partnership with Mindshare and Kinetic, the campaign marks the launch of the new chilli-infused Marmite Dynamite. 

The first execution of the campaign sees a giant lid of a Marmite jar explode out of a 48-sheet poster, landing in a nearby car windscreen to warn consumers to handle the product with extreme care.

Fikerte Woldegiorgis, Marketing Director, Foods at Unilever UKI, said: “Marmite has always divided the nation, but our new limited-edition Marmite Dynamite promises to really shake things up with a taste explosion that hardcore Marmite lovers have been waiting for.”

The campaign is also running across social media with the PR strategy developed and executed by W Communications. Every part of the campaign has been designed to ignite consumer awareness and excitement ahead of the launch, encouraging people to rush to buy the limited edition product.

With follow up executions slated to feature huge lids blown skywards and hooked onto nearby buildings and trees, this is a campaign that has been designed to create maximum awareness for the brand. It’s a reminder of the power of straying beyond the constraints of a typical billboard, to creatively reimagine where the boundaries lie.

A powerful reminder of the power of a brilliant outdoor execution to make an impact in both the physical and digital worlds.