Brisbane Airport Corporation: It's YOU Time! OOH Campaign

Brisbane Airport Corporation engaged us to create an airport OOH campaign that supported their retailer activity across food, drink and gift shopping. The challenge was to capture passenger patronage in the 45 or so minutes before they boarded their planes. And the challenge before that, to capture their attention and imagination.

We based 'It's you time' campaign around the insight that the period leading up to flying is pretty hectic (commuting, parking, checking in, security scans, temperature checks, bomb screening, etc) right up to the moment the escalators deliver you to the retail precinct, where your time becomes, blissfully, your own. Utilising the 7 sec motion opportunity presented by digital billboards, we were able to create dynamically eye-catching and alluring visuals, that simultaneously seduced the senses and chatted playfully with the customer.

Our approach was to harness the power of ASMR videos, creating an immersive experience that transcends boundaries and sparks a "low-grade euphoria" for every category. The Art Direction played a pivotal role in shaping the overall campaign, capturing the essence of the brand while staying true to the universal appeal of ASMR.

We carefully curated each element to ensure it complements the message of "It's You Time!" without infringing on any existing tenants or brands.

The end outcome was not just 9 digital OOH executions - but a totally activated airport retail precinct.