Ritz Crackers is one of the most iconic brands in the world and they have been in Hong Kong for over 40 years. They recently re-branded their packaging to a newer, contemporary style and needed to communicate this change to their customers.
In order to prevent people from getting confused, they launched a campaign that featured the new design and brand elements through various ATL and BTL channels. We were approached to create a solution to target as many people as possible, so we designed several bus ads which were able to reach millions of people.
We had to integrate Ritz's new packaging and design into the bus ads and conceptualise where people would look to optimise their effectiveness. Because we covered both inside and outside, we needed to create a design based on how people would see the ads based on where they were standing/sitting.
We made eye-catching visual ads for buses around Hong Kong and covered both the inside and outside of each bus. We made sure that each ad was accurate and colours and dimensions were exact so there would be no problems with installation.
In the end, the buses were able to reach millions of people by simply driving around the city and picking passengers up. Because the goal of the campaign was to try to reach as many people as possible, the ads were extremely effective and helped Ritz transition into using their new packaging.