The Waterloo corridor, is a set of 16 billboards around Waterloo station. We used all of them to tell the story of Leap Wild. We plotted out the site, the likely routes to and from the station and based on our findings, split the 16 sites into 5 groupings. These groups consisted of 3 or 4 sites which a typical route would take you past. Using this data we used the 3 sets of designs of create a "loop" of the intrigue piece with Billy bass and the QR or call to action to watch the full story, followed by the product shots, finally the recipe designs with different lines from the Take the leap / be our guest song. This meant that from most vantage points or commuter routes you would take the journey from the farmed Billy Bass fish, to the free swimming leap wild product, to the recipe on the plate. Bringing to life the song lyrics "Here at leap, we believe, that the best fish all swim free, from deepest wildest oceans, to your home, bon appetit!"

The Leap Wild campaign marked a few significant firsts. It was the first fully animatronic 3D, musical billboard we know about in the UK and definitely for Global media. We also suspect it is the biggest Big Mouth Billy Bass in existence.  But aside from that, what makes this a great campaign for me is the depth of thought that went into every aspect of the design and placement in order to bring the TV ad to an out of home audience.