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“The lighter side of dark” billboard

This Newcastle billboard is wild. During the day, it doesn’t make any sense. At night, a spotlight creates a shadow illusion of someone reaching for a beer. Here’s a video about how it was made:

The sign is up in the Gaslamp district of San Diego, which ensures plenty of people will walk past it at night, snap photos of it, and share them on the Internet.

Creative, cool, and a good match for the beer’s slogan, “The lighter side of dark.”

Who created this ad?

Agency: Vitro
Executive Creative Director: John Vitro
Creative Director: KT Thayer
Copywriter: Pam Frasier
Art Director: Paul Lambert
(Credits via Ads of the World.)

Who signed off on it?

Probably Charles van Es, Brand Director for Newcastle Brown Ale at Heineken USA.

Found via Randy Matheson’s blog.

— By Daryl Lang. Filed under Advertising, Signage

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