Outdoor ad: Xacti CA65 Underwater Camera: Lighthouse

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Brief: Sanyo had a limited budget to promote their world-first waterproof digital movie camera. They needed to make the most of their money by surprising consumers with something completely outside the box.
Solution: With the home electronics category dominated by glossy visuals, Saatchi & Saatchi New Zealand produced a text-only poster containing one million words. The world first, 63m poster showed how much more there is to film with the underwater camera compared with the little you could capture with a regular one. Amongst other things, the poster included the world's most comprehensive marine species list, histories of major tsunami and shipwrecks, and Moby Dick and 20 000 Leagues Under The Sea in their entirety.