PINEAPPLE
OOOOOH (Out of office out of home)
Anyone who’s spent a December in Johannesburg has surely asked themselves one question.
Why am I still here?
99% of the city has packs and ships out to the beach or bush, leaving behind a handful of skeleton staff and a helluva lot of lonely billboards. A hundred of which belong to Pineapple Insurance.
When Pineapple tasked us with creating a festive campaign for their billboards, we decided the billboards deserved a holiday too. We slapped up lazy OOO Post-it notes on all their billboards a few weeks before all the humans in Joburg took their leave, and used Pineapple’s Instagram to show their followers what the billboards got up to while they were away.
Nope, your eyes are not deceiving you. Our team actually packed all these little billboards into our bags and showed them the Coastal December they were missing out on. We posted almost every day over the festive period, and the billboards never did the same #JoburgerApproved activity twice.