Saatchi & Saatchi NZ Creates Burning Billboard for Sealord

By Erik Oster 

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