Woolworths and Posterscope have partnered with JCDecaux to keep Melburnians and Sydney-siders warm during winter with giant woolly beanies in an innovative Out-of-Home campaign.
The campaign will see the giant beanies keeping JCDecaux’s Citylights panels warm and cosy this month across Sydney’s CBD, Oxford Street and Pyrmont Bridge, and Melbourne’s Southern Cross Station and Flinders Street.
As an added feature, the panels in Sydney will continue to scroll throughout the campaign – as the panels scroll, it will show a different person ‘wearing’ the beanie each time.
The Citylights Winter Woolly beanies are part of the execution of Woolworths ‘Everyone Loves Their Winter Woolies’ brand campaign, featuring a range of people rugged up in knits, enjoying hearty food and seasonal products available at Woolworths stores. The beanies are a play on words, as the visual reference to the woollen knits ties in with the Winter range available in-store.