Over the Easter weekend drinkers in Liverpool had the chance to grab hundreds of paint-bombs and co-create a colourful ad on a 16-foot billboard as part of a ‘City Blitz’ campaign by Monkey Shoulder.
Dubbed the world’s most playful advert, the execution took place on the 19th and 20th of April in Liverpool city centre and showcased the way in which OOH can become a truly immersive experience for consumers.
As passers-by splattered the ad, it started to take on a life of its own and a hidden Monkey Shoulder message appeared.
The activation delivered by creative agency Space is part of an intensive campaign that will be travelling across the country in the coming months. Further elements saw Monkey Shoulder’s 12 foot, 11,000 litre mixer truck visiting clubs and bars across Liverpool to deliver complimentary cocktails to thirsty revellers. Complete with DJ booth, a t-shirt cannon and cocktails on tap, the vehicle encouraged people to take part in the activities and unleash their inner monkey.
“The City Blitz campaign allowed us to bring all our Monkey Shoulder energy to the streets of Liverpool, from our epic Mixer Truck to our interactive paint balloon experience. We were particularly excited for Liverpool to take advantage of The Breakdown Service, giving some of the legendary bar teams we love and respect the chance to put their feet up and have a drink on us as a thank you for all their hard work!”A William Grant & Sons spokesperson
Jason Nicholas, Managing Partner at Space, comments: “This was a bold first for Monkey Shoulder. The activation showcases how OOH can break traditional conventions and engage consumers in an immersive and playful way. Monkey Shoulder is a brand that seeks to challenge the status quo of Scotch Whisky, and getting people involved in creating the billboard allowed us to do just that.”