DDB Worldwide has unveiled an evolved brand promise brought to life by a billboard running in one of the least expected places imaginable, starting with a sheep farm in Garston, New Zealand.
Carrying the address www.unexpectedworks.com, the billboards redirect to DDB’s homepage carrying the refreshed visual identity.
While the campaign may seem like an antithetical way to launch a new brand positioning with Garston having a population of 100 humans and 40,000 sheep, it recognizes creativity is the most powerful when it's unexpected.
“The formula for creating breakthrough creative work that drives business results is timeless,” DDB Worldwide chief creative officer Ari Weiss says.
“It’s how we bring that formula to life that changes on a daily basis. We’re not reinventing the wheel here. We’re simply putting more focused language around a truth that anyone who has ever worked at DDB can feel in their bones: Unexpected Works.”
DDB Worldwide CEO Marty O’Halloran says as the world emerges from the pandemic, everyone has fundamentally changed and this was the perfect time for DDB to evolve.
“We took this opportunity to evolve the DDB Network and refine what makes us special, relevant and successful in this new world," O’Halloran says.
"Unexpected Works is our commitment to doing the best work of our lives and I’m confident it will carry us into the future while staying committed to our legacy. I’m excited to see our network come together to bring Unexpected Works to life.”
DDB Australia CEO Andrew Little says the local arm has always believed that Unexpected Works.
“Whether it’s a graveyard in Centennial Park for Foxtel, the World’s Smallest Dealership delivering big results for Volkswagen, or a sign change from McDonald’s to Macca’s, we’re confident that unexpected work leads to unexpected growth,” Little says.
The proposition was revealed at DDB’s first all-staff conference held virtually for its 10,000 staff around the world.
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