The objective of this campaign was to highlight the spiciness of the snack.
Mad angles as a brand stands for innovation, humor and fun. While the brand is known for its OG flavor. This time it wanted to highlight the spiciness snacks. Considering the heatwaves in major cities – Mad Angles took the route of being Hotter than the current temperature.
1. Objective of the campaign
Mad Angles rolled out a Reach campaign in major cities in the summer of 2024. Primarily it was a roadside billboard campaign. But as the brand stands for it wanted to bring around a bit of wit, humor and fun. For this two ideas were conceptualized: Show the peri peri pack is a real spicy pack – and so spicy that it leaves a burning hole. The billboard will have multiple triangle shaped burnt holes implying the hotness of mad angle chips. Live temperatures were relayed on the billboards along with a thermometer representing the soaring temperature yet to not as hot as Bingo Mad Angles.
2. Challenges
Sites had to be chosen without any metal sheet support to create the see-through holes effect. But for the cut-out see through holes to hold up separate several lightweight frames had to be created which won’t allow the vinyl flex to flutter.
The effect would have been suboptimal, if the billboard did not get a direct Sunlight or if they were partly shaded. It became important to pick sites facing the Sun.
It gave great noticeability to the campaign. Hoardings with triangular holes was quite an eyecatcher. The campaign was promoted on their social media handles too.
