Primedia Outdoor Joins Out Of Home Media Owners In #OurSecondChance Campaign


Primedia Outdoor is currently screening the global #OurSecondChance campaign across their roadside digital networks in South Africa, Botswana, Namibia, Nigeria, Swaziland, Zambia as well as Zimbabwe and will run the campaign for the duration of August 2020. 

Primedia Outdoor joined many other Out of Home media owners from across the world in support of the new global digital Out of Home (DOOH) campaign from The World Out of Home Organisation (WOO). The global #OurSecondChance campaign is believed to be the world’s biggest digital Out of Home (DOOH) campaign to date. It was launched on 27 July in markets like Europe, North and South America, Africa, Asia, China and Australia.

‘Our Second Chance reflects the new post Covid world, in a non-partisan way, and highlights the opportunity it gives citizens across the world to consider their priorities and aspirations,’ said Tom Goddard, president at WOO. ‘New Commercial Arts has produced a stunning campaign that shows the Out of Home industry at its best and most striking: a reminder to advertisers and agencies that as the world re-opens for business, Out of Home remains the only true global broadcast medium,’ he added.

The campaign is the first major campaign from New Commercial Arts, the agency formed in May by Adam&Eve founders James Murphy and David Golding with Ian Heartfield from BBH and Rob Curran from Wunderman Thompson. Grand Visual is handling campaign production and distribution.

‘This was a big brief from a major international organisation and a terrific opportunity for the agency to demonstrate its capabilities in a medium we love on a global stage at a pivotal point in time,’ said Ian Heartfield, Chief Creative Officer at New Commercial Arts.

‘The quality and ubiquity of screens around the word make DOOH the perfect medium to address global audiences at scale, centralised localisation and revisioning delivers control and maximises creative impact across the diverse DOOH landscape,’ said Neil Morris, CEO at Grand Visual.

Jorja Wilkins, Marketing and Marketing Services Executive at Primedia Outdoor said, ‘We are absolutely delighted to be a part of this global initiative that really showcase the power of OOH as a global broadcast medium.’

Alongside the massive DOOH campaign will be a major social initiative with the hashtag #OurSecondChance deploying Twitter polls to explore consumer attitudes to the choices and opportunities presented in a world changed by Covid-19.