The Phantom Lab has rolled out another special build using their outdoor inventory to help launch Frucor’s new V product – Tortured Orchard.
The campaign kicked off Monday in Auckland, Wellington and Christchurch. The two images featured here today were taken in Auckland at Ponsonby Rd and Fort St.
The brief was to ‘torture’ and ‘disrupt’ the street poster format. Phantom Billstickers took to their art frames with an axe, a sewing needle and some barbed wire, fabricating nine custom frames using old, distressed and off-cut framing which was then painted in the brand colours.
To complete the build they used barbed wire, framing plates and old nails to create a frankenstein-esque aesthetic, the posters were then stitched together to create a unique, tortured install look.
“Phantom delivered in spades by creating a bespoke ‘tortured’ frame and a level of tactility to engage and entertain passers-by.”
V Energy senior brand manager John Alexander said: “When Frucor Suntory needed to promote their new flavour of V Energy Drink, Tortured Orchard Raspberry Lemonade, street posters were an obvious fit.
“Working with our media agency OMD we briefed in Phantom Billstickers and asked them to bring the tortured aspect from the poster creative to life.
“Phantom delivered in spades by creating a bespoke ‘tortured’ frame that encapsulated the feel of the new product while also creating a level of tactility to engage and entertain passers-by.”
CREDITS
Client: Frucor Suntory
Agency: OMD
Phantom Labs: Ben Stonyer & Roosje van der Werff
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