Highway Eight
An in-house concept for an outdoor campaign built to register in the two seconds someone actually has to see it.
The Challenge
A hoarding on a busy road has a couple of seconds, at most, to register with someone driving past — there's no time for a clever headline or a long list of features.
The Idea
Strip it down to one number, one colour block, and nothing else — legible at speed, from a distance, in peripheral vision.
Creative Direction
A dark navy field with a single bold teal band cutting across it, and an oversized numeral sized to stay legible from the maximum realistic viewing distance for the site.
Execution
A core hoarding layout, size variants for different site types (highway, city arterial, transit), and a matching digital retargeting creative for people who regularly drive the same route.
Concept Outcome
The intended result is a simple pairing concept — one outdoor site, one matching digital retargeting creative — rather than treating outdoor and digital as two disconnected budgets.