AUNZ Work of the Week: Kitchen Warehouse and Special

Special and Kitchen Warehouse have demonstrated a very clever use of OOH to showcase the brand’s products ahead of Black Friday.

Each execution is skillfully crafted, from metal bent by heavy cast iron pots and pans, to a shredded poster that emulates freshly-made pasta. Blended words, knife-cut paper, and fast-paced motion caught in a still moment creates dynamism and silliness, while the message remains clear. 

Original, witty, immensely enjoyable, and an ingenious use of OOH that shouts through the clutter of Black Friday. 

It also continues a trend of OOH being used to its full potential this year across Australia and New Zealand: Telstra’s highly-crafted artworks created at scale to launch its brand platform, 'Wherever We Go’ and its understated yet striking Four Bars work, the cheeky PR stunt by KFC during McDonald’s Monopoly season, ‘KFCurrency’, and Specsavers scaring commuters into thinking that they’ve gone to the wrong city. 

Globally, there’s also been lauded OOH work like British Airways’ cropped OOH executions, and Tesco’s reimagining of its iconic logo. OOH has also been an ad spend bright spot in a soft market - OOH made up a record 15% of ad bookings in the 23/24 financial year, according to Guideline SMI data. Let’s hope the channel keeps attracting craft and innovation in 2025.