LADbible Group, the world’s biggest social publisher and content creator, has released a series of striking images and inspirational stories across OOH sites as part of a new brand campaign to celebrate the evolving narrative of what it means to be a ‘LAD’.
The series of executions, created and designed by Uncommon, aim to bring to life the everyday heroes that LADbible Group champions across all its digital content, and specifically within LADbible’s Daily LADness series.
The campaign includes a mix of iconic OOH imagery taking on the word ‘LAD’ and what it might mean today — as well as beautifully art directed and written high dwell posters, revealing the redefining stories from the publisher. The campaign also represents the group’s first large-scale outdoor work in partnership with the UK’s leading Digital Out-of-Home media company, JCDecaux UK.
The work celebrates a selection of incredible heroes chosen from the many formidable stories featured across LADbible’s content every day.
Patrick Hutchinson, who was catapulted to fame after he was photographed carrying an injured counter-protestor to safety during a Black Lives Matter demonstration in central London in 2020.
Successful wrestler and world record holding athlete Zion Clarke, who was born with Caudal Regression Syndrome [born with no legs].
Patrick Boyle, who became a hero of the Australian bushfiresafter he risked his own safety to save koalas.
British Olympian skateboarder Sky Brown whom LADbible has followed since she was nine years old.
Rachael Bailey’s incredible story of determination to become a physiotherapist after recovering from a rare neurological disorder leaving her paralysed.
Six-year-old Carmela Chillery-Watson completed the gruelling ‘Marathon Challenge’ despite losing her ability to walk.
Ridvan Celik rescues victims trapped from a Turkey earthquake, using his small size due to dwarfism to reach those who couldn’t be saved.
Arian Kalantari, COO and co-founder, LADbible Group said: “This is a powerful activation that champions the everyday but inspirational heroes that make LADbible’s content shine. At the end of a huge year for LADbible Group, this campaign felt like a perfect moment to stop and celebrate what has been achieved and what our brand stands for in 2021.”
Patrick Hutchinson, BLM activist included in the campaign concluded: “It’s not every day that LADbible recognises you as an inspirational figure. Moments like this truly remind me of the legacy I hope to leave one day. We all have the ability to do better, it’s up to us.”
Despite the name LADbible, the publisher’s audience is 50% female, and this campaign aims to show how it has changed the narrative about what a ‘LAD’ can be in 2021.
Campaign name: LADbible Group: Everyday Heroes
Creative studio: Uncommon
Media agency: JCDecaux
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.