Outdoor ad: DHS Victoria Ice awareness campaign: Creeper

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Top 6: April 9th 2008

Ice is the most potent and dangerous form of amphetamine. Highly addictive, it can have long-term damaging mental and physical health consequences. To dramatize the insidious nature of this drug and bring to life the fact that dangerous chemical fertilisers are often used to manufacture it, we created this ‘living’ billboard. Created for Victoria’s Department of Human services by renowned Melbourne artist Corey Thomas, this billboard changed every week to portray the harm caused by ice, symbolised by a giant black creeping weed that appeared to ‘grow’ over a two-month period, slowly taking over the entire length of the signage – about 3.3 metres high and 25 metres wide. Located in the heart of Melbourne’s drug abuse scene, this billboard increased community knowledge of the dangers of ice and had amazing recall among the target audience. The ‘creeper’ billboard story was also covered by every major news media outlet in Victoria, including newspapers radio and TV.