DentsuMB UK campaign marks launch of Ultimate Fence Life Concentrate
Ronseal has launched its new product, Ultimate Fence Life Concentrate, in a typically no-nonsense way – by creating a ‘concentrated’ billboard where the ad takes up a tiny fraction of the space!
Ronseal Ultimate Fence Life Concentrate is the first of its kind to come in an eco-friendly pouch with pioneering ‘just add water’ functionality for all weather fence protection.
Thanks to the concentrated formula, each 950ml pouch makes five litres of paint once diluted and provides Ronseal’s longest lasting protection yet. It has 90% less packaging, which significantly reduces carbon emissions and waste.
It’s why on this product, Ronseal’s famous slogan has changed to ‘Does exactly what it says on the tin pouch’.
Ronseal has put its straight-talking philosophy into action with its new billboard in Gospel Oak, London, which was produced by Ronseal’s strategic and creative agency, dentsuMB UK.
To demonstrate the concentrated formula of Ultimate Fence Life Concentrate, the advert is concentrated within a small space at one end of the 48-sheet billboard, while the rest is left bare.
The ad simply says: ‘New concentrated size. It gets the job done.’
Ronseal and dentsuMB UK have also produced a social media film of the billboard’s creation, featuring the real-life installer, explaining how Ultimate Fence Life Concentrate is the biggest thing to hit fences for ages (even though it’s tiny).
Jane Ryder, vice president and general manager at Sherwin Williams, Ronseal said: “Ronseal is famous for being a brand that tells it like it is – so what better way to advertise Ultimate Fence Life Concentrate and its pioneering concentrated formula than with a concentrated advert!”
Richard Pearson, creative director at dentsuMB UK, said: “With its iconic no-nonsense brand heritage and slogan, Ronseal offers so much scope for creativity and innovative advertising. This campaign is a great example of using this approach to turn a media channel on its head to create real stand-out with a smile.”
ADVERTISING AGENCY: dentsuMB
MEDIA AGENCY: n/a
CHIEF CREATIVE OFFICER: Simon Lloyd
CREATIVE DIRECTOR: Richard Pearson
CREATIVES: Woody Woods and Owen Evans
DESIGN: Peter Blake
MANAGING PARTNER: Julie Chadwick
ACCOUNT DIRECTOR: Charlotte Pearson and Sally Ashton
HEAD OF STRATEGY: Tony Evans
AGENCY CREATIVE PRODUCER: Alex Dandeker
PRODUCTION COMPANY: dentsuMB
POST-PRODUCTION COMPANY: dentsuMB