This advertisement for Newcastle Brown Ale may look like some abstract art installation by day, but by night the billboard's true personality emerges. Using shadow art, this beer advertisement represents the brand's tag line – "taste the lighter side of dark". It was even created using the product's packaging.
Two New York artists were hired to create this 'public art piece' using 3,000 bottle caps, which was then erected in the Gaslamp district of San Diego. By combining a single light source with the installation, the image of a man reaching for the printed beer image was created.
The Green Room Verdict: It's certainly an interesting use of a billboard, and we like the strong tie in of the product's tagline with the execution. The Gaslamp district is known for its thriving night life, so while the billboard may not make a lot of sense during the day, the product's target audience will get the picture.
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