Creative Concepts
Ob & Gob serves up a giant sundae moment with motorised billboard at Juhu Beach
Taking its canned ice cream concept outdoors, Ob & Gob uses a giant motorised hand to pop open a sundae can on a billboard in Mumbai, turning a product feature into a larger-than-life street-side spectacle.
Ice cream in a can is an unusual proposition. Watching a giant hand pop one open on a billboard makes it even harder to miss. Ob & Gob brought the idea to life with a motorised outdoor installation at Juhu Beach, featuring an oversized hand that physically pops open a can of the brand’s sundae.
The execution draws on former cricketer Ravi Shastri’s well-known association with the phrase ‘tracer bullet’ and his iconic on-screen delivery of ‘Astonishing’ moments, while playing on the familiar imagery of popping open a cold one. The larger-than-life mechanical element gives the billboard a physical dimension, turning what could have been a conventional product advertisement into a live demonstration.
By making the product interaction the centrepiece of the creative, the campaign gives passers-by something to stop and watch. The motorised hand and oversized can bring the brand’s proposition into the physical environment, while the Juhu Beach location places the activation before a steady stream of Mumbai’s outdoor audience.