Pure Media launch Similac on iconic landmark Piccadilly Circus site

Bright lights in the big city marked the launch of Similac in UK Boots stores yesterday, with Pure securing the iconic ad site strategically placed above Boots in Piccadilly.

The global instant milk formula brand arrived in the UK this week where it is exclusively available in Boots stores. The statement 23 x 5 meter digital ad site should ensure the likes of key competitors SMA and Aptamil know it has arrived.

The launch will continue with further outdoor activity booked later this month, running on 6 sheets in proximity to Boots stores as well as targeted digital display and social media.

Pure won the account earlier this year after demonstrating strong creative media solutions and smart targeting strategies.

Pure Quest ... Outdoor Art Bingo

 What do David Hockney, Lucian Freud, John Constable, LS Lowry, Tracey Emin, Sir Christopher Blake and many more artists have in common??

Their works are among over 50 pieces of British art selected by the general public to feature in the World's largest outdoor media 'Art everywhere' campaign that launches today.

The artwork will be shown on 22,000 digital outdoor poster sites across the UK - in a joint collaboration between the art world and the advertising and media industries....with sites donated by major outdoor contractors including CBS Outdoor, ClearChannel UK, JCDecaux, Ocean Outdoor & Primesight....no hidden agenda, just the opportunity to celebrate 'Art'.

 

At Pure we are always on the look out for interesting outdoor campaigns - as well as a challenge amongst the team, so we have taken it upon ourselves to try and spot all 50+ pieces of artwork in situ.

Our last quest was to capture the 150 names that Coke claimed to have used in personalised products and ads earlier this year, only to have seen very few of them in the outdoor ad campaign due to the fact the reality of the production budget clearly outweighed the creativity of the multi executional delivery.

Dabbers to the ready .... we're hoping the digital nature of this campaign and the promise of over 50 creative exections will enable us to get a collaborative 'full house' over the coming weeks.

 BINGO!!

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