A cut-out that climbs out of the hoarding
Every sale hoarding in December carries the same dates and the same discount claim, so this one broke the frame instead of competing inside it. A life-size cut-out was built holding onto the bottom edge of the board, hanging below the structure so the figure reads against the sky from a long way off. The panel itself stayed simple, the sale name, the dates and the participating brands, because the construction was doing the stopping.
A three-dimensional element makes a standard site unmissable on a road where every board is selling the same fortnight. Keeping the copy minimal was deliberate: once the cut-out has stopped the eye, the only thing that has to land is the date.
Execution photography from the campaign, captured site by site as each placement went live.