"We reckon there's only one way to smoke salmon, and that's the traditional way, using Manuka wood." So begins the ad/case study that shows off the real billboard built on a private farm in Clevedon. The billboard was built with manuka wood, and then set on fire so it could smoke for ages, while catching the eye of drivers passing by. I don't think I've had smoked salmon that was smoked over manuka wood specifically, after watching this I'd honestly love to try it.

Agency: Saatchi & Saatchi New Zealand
Production: Gorgeous
Director: Rowan Webb
Executive Creative Director: Antonio Navas
Producer : Anna Kennedy
Executive Producer : Edwina Monaghan
DoP : Kent Belcher
Creative Group Heads: Cory Bellringer, Matt Sellars
Designer: Rob Flynn
Planner: Sarah Hodgetts
Business Director: Shelley Winsor
Account Director: Katja Green
Editor/2nd Camera: Zac Blair
Billboard Construction: Gyro Constructivists

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.