Streets embraces the messy truth of summer with ‘Mad for Streets’ OOH campaign

In a refreshing departure from the polished, “perfect product” shots typically seen in food advertising, Streets has partnered with Thinkerbell to launch a bold new Out-of-Home campaign that celebrates the messy reality of an Australian summer. The ‘Mad for Streets’ platform leans into a uniquely relatable insight: Australians have an irrational, unconditional love for their favorite ice creams, even when they are melting into a sticky disaster under the brutal holiday sun. 

The campaign features iconic sub-brands like Golden Gaytime, Bubble O’Bill, and the Rainbow Paddle Pop—not in their pristine wrapper states, but completely melted and deconstructed. By showcasing these “meltdowns” on high-impact billboards, Streets acknowledges that the race against time to finish a dripping ice cream is a shared national experience. The minimalist creative relies on the sheer recognizability of the brand’s distinctive assets, proving that even as a puddle of colorful cream, a Streets icon remains unmistakable. 

Strategically placed across premium urban assets in partnership with oOh! media, the campaign targets consumers during peak summer travel and leisure periods. Instead of distracting from the heat, the creative hijacks the temperature, turning a potential product flaw into a badge of authenticity and summer joy. By stripping away the gloss and focusing on the “weird and wonderful” things that happen to an ice cream in the wild, Streets and Thinkerbell have created an OOH execution that feels less like a sales pitch and more like a tribute to the playful madness of the Australian spirit.