DDB Worldwide unveils its brand positioning ‘Unexpected Works’
DDB Worldwide unveils a brand positioning ‘Unexpected Works,’ brought to life by a billboard running in a sheep farm in Garston, New Zealand.
Carrying the address www.unexpectedworks.com, the billboard redirects to DDB’s homepage featuring DDB Worldwide’s manifesto.
“All of us are emerging from this pandemic fundamentally changed,” shares the CEO of DDB Worldwide, Marty O’Halloran, adding, “We took this opportunity to evolve the DDB Network and refine what makes us special, relevant, and successful in this new world. Unexpected Works is our commitment to doing the best work of our lives and I’m confident it will carry us into the future while staying committed to our legacy. I’m excited to see our network come together to bring Unexpected Works to life.”
DDB Mudra Group, CEO & MD, Aditya Kanthy shares, “Unexpected Works isn’t a tagline or a traditional positioning. It’s a promise. To our clients, culture, and colleagues in a world that has been altered by the pandemic. We have a simple belief — Unexpected Works. Two words that mean, the best idea is the one you never saw coming and is effective. So, whether it’s a billboard in the middle of a sheep paddock in New Zealand or work like Stayfree’s Project Free Period which triggered conversations at scale around two taboo topics – sex work and menstruation, creativity is most powerful when it’s unexpected.”
“The formula for creating breakthrough creative work that drives business results is timeless,” comments, the Chief Creative Officer of DDB Worldwide, Ari Weiss, adding, “It’s how we bring that formula to life that changes on a daily basis. We’re not reinventing the wheel here. We’re simply putting more focused language around a truth that anyone who has ever worked at DDB can feel in their bones: Unexpected Works.”
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