Black Friday 2025

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Black Friday only - lock your OOH campaign for 3 months and get 10% OFF. Fewer brands advertise now. That's your window to own the streets.
When everyone cuts spend, you take market share.
Offer ends Nov 28, 2025 at 11:59 PM. Secure My Billboard
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Celebrating Thanksgiving

Kitchen Warehouse’s bold Black Friday campaign, created by Special Australia, redefines OOH advertising with playful, product-inspired billboard designs.

Revolutionizing Black Friday Advertising with Creativity

When it comes to Black Friday, standing out in a sea of sales promotions is no easy feat. Kitchen Warehouse, with the help of independent creative network Special Australia, has managed to do just that by cooking up a bold and inventive ad campaign that redefines out-of-home (OOH) advertising.

Taking OOH Advertising to the Next Level

Kitchen Warehouse’s Chief Customer Officer, Simon Lamplough, emphasized the importance of creative thinking to make the brand shine during their biggest sales event of the year.

“Outdoor media has always been a great vehicle for awareness,” Lamplough stated. “But we loved the idea of playing with the medium (and in some instances breaking it) to showcase product and price in a playful way.”

Group Creative Director of Special Australia, Nils Eberhardt, echoed this sentiment, highlighting the campaign’s boldness:
“They needed equally bold ads to cut through the Black Friday clutter and appeal to cooking enthusiasts, so we cut through their billboards. And blended them. And salad spun them.”

Creative Billboards that Captivate

The campaign utilized cheeky humor and visually arresting effects to bring each product to life. Here are some standout examples:

  • Cast Iron Pans: The ad emphasizes their durability by visually “weighing down” the billboard frame, creating a striking and memorable visual.
  • Pasta Machine: Transforming the ad itself into pappardelle, this billboard brings the product’s functionality to life in a playful and dynamic way.
  • Toaster Ad: Cleverly designed to emulate bread sticking out of a toaster, this ad captures attention with its relatable humor.
  • Salad Spinner: Using spinning effects, this ad gives the illusion of motion, perfectly showcasing the product’s unique feature.

Blending Digital and Traditional Media

The campaign doesn’t stop at OOH. Animated digital versions and social media ads ensure a cohesive and far-reaching marketing strategy, blending the best of traditional and modern advertising methods.

The Power of OOH Advertising

Despite the dominance of social media and digital ads, billboards remain a powerful tool for reaching large audiences. With strategic placement and eye-catching designs, OOH ads offer brands a chance to stand out in high-traffic areas and leave a lasting impression.

Kitchen Warehouse’s Black Friday campaign is a testament to the enduring power of creativity in OOH advertising. By reimagining how products are displayed, the campaign not only captivates passersby but also sets a new standard for innovative marketing.

This approach follows other recent successes in OOH advertising, such as dating app Better In Person’s creative September campaign, further demonstrating how bold ideas can make traditional media feel fresh and exciting.

A New Benchmark for OOH Creativity

For Kitchen Warehouse, Special Australia’s inventive Black Friday campaign proves that with a little creativity, even a familiar medium like billboards can become a playground for innovation.

 

 

 

 

 

 

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