Nine Network – Married at First Sight
Traditional out-of-home for a not so traditional TV show
This year’s Married at First Sight campaign for the Nine Network featured artwork localised to display local participants. Eleven different brides and grooms, each with a unique design, were applied across six bus templates. Localising this National campaign resulted in 30 unique pieces of artwork.
Starting with a base design for each participant the doohfa team of designers set about wrangling each design into the various templates. Crafting the message around flashing lights, bumper bars, bus numbers, give-way signs and other exclusion zones.
The challenge was use the entire canvas, including the negative space, to create maximum impact whilst keeping overall brand consistency and not ending up with a stray give-way sign over somebody’s face!
doohfa has produced many similar bus campaigns for Channel Nine including The Voice, Australia’s Got Talent, Hot Plates and Reno Rumble.