Clever billboard that uses context to create a bigger story

Remember when people said 2020 was the “worst time to launch a brand”? HUN Wine leaned in, laughed, and did it anyway. Their cheeky pink billboard shouting “Our advertising agency put our poster out here. They’re not our advertising agency anymore.” turned heads and phones into cameras.

Why this works

Humor cuts through chaos and earns free shares
Radical honesty builds instant likability
Self-deprecation makes the brand feel human
Visual simplicity (bold text + clean design) stops scrollers

Real-world examples

Liquid Death launched with punk-style branding and humor, now valued over $700M
Dollar Shave Club’s sarcastic ad pulled in 12,000 orders in 48 hours
Ryanair’s snarky X posts drive millions of organic impressions weekly
Oatly’s blunt outdoor ads (“Like milk but made for humans”) made it a cult brand

Why this works

Humor cuts through chaos and earns free shares
Radical honesty builds instant likability
Self-deprecation makes the brand feel human
Visual simplicity (bold text + clean design) stops scrollers

Real-world examples

Liquid Death launched with punk-style branding and humor, now valued over $700M
Dollar Shave Club’s sarcastic ad pulled in 12,000 orders in 48 hours
Ryanair’s snarky X posts drive millions of organic impressions weekly
Oatly’s blunt outdoor ads (“Like milk but made for humans”) made it a cult brand