Ronseal’s ‘concentrated’ outdoor ad only takes up a fraction of a billboard

Home and garden DIY company Ronseal has launched an OOH campaign only taking up a fraction of a billboard.

The campaign promotes the launch of Ronseal’s product Ultimate Fence Life Concentrate and uses a fraction of a 48-sheet Global Outdoor billboard in Gospel Oak, London, leaving the rest completely blank.

The billboard was paid for in full but Ronseal’s strategic and creative agency DentsuMB decided to only use part of it as a nod to the new concentrated formula where a little goes a long way.

The formula is sold in an 950ml pouch and can make five litres of paint once diluted with water.

Ronseal says this is a more eco-friendly option as it uses 90% less packaging and reduces carbon emissions and waste.

The OOH ad simply says: “New concentrated size. It gets the job done.”

The OOH activation will be supported by a social media film of the billboard’s creation, featuring the real-life installer.

Richard Pearson, creative director at DentsuMB UK, said: “With its iconic no-nonsense brand heritage and slogan, Ronseal offers so much scope for creativity and innovative advertising. This campaign is a great example of using this approach to turn a media channel on its head to create real stand-out with a smile.”

Ronseal did not use a media agency for this campaign, having appointed Havas Media in 2019.