Saatchi & Saatchi New Zealand created a flaming billboard to launch Sealord’s new line of hot smoked salmon.
The billboard was constructed using Manuka wood branches (the same type used in Sealord’s smoked salmon), which were then set on fire to replicate Sealord’s traditional smoking process. Sealord’s billboard reads, “Smoked: Just Like Our New Manuka Salmon,” although it’s pretty hard to read through all the smoke and fire. As you might recall, this is not the first burning billboard we’ve covered, but it is the first non-steakhouse-related burning billboard we can recall, so there’s that. The campaign also includes the above online video documenting the creation of the billboard, as well as pre-rolls and digital banners.
“When we learned about the wonderful artisan techniques involved in the creation of this delicious salmon, we were inspired to try and find a way to make this process the hero,” explained Saatchi & Saatchi New Zealand executive creative director Antonio Navas. Credits after the jump.
Agency: Saatchi & Saatchi New Zealand
Client: Sealord – Melissa Semmens (Brand Manager, Chilled), Sarah Sandoval (Head of Marketing and Innovation)
Executive Creative Director: Antonio Navas
Creative Group Heads: Cory Bellringer, Matt Sellars
Senior Producer (Agency): Anna Kennedy
Designer: Rob Flynn
Planner: Sarah Hodgetts
Business Director: Shelley Winsor
Account Director: Katja Green
Production Company: Gorgeous Films
Director: Rowan Webb
Executive Producer: Edwina Monaghan
DOP: Kent Belcher
Editor/2nd Camera: Zac Blair
Billboard Construction: Gyro Constructivists
Sound Design: Franklin Road
Media planning and buying: Starcom – Matt Kum, Jesse Jones
Outdoor Media partner: APN Outdoor