While Americans have been battling the unrelenting Polar Vortex for the past few months, inhabitants of the Southern Hemisphere have been sunbathing and swimming. But that’s all about to change. The sun is out and shining, and warmer temperatures hint at a pleasant spring. But for people living in New Zealand, this change means tucking themselves away for the coming winter months. Soft drink company Lemon & Paeroa’s new ad campaign “Hold Onto Summer” latches on to the begrudging attitude that accompanies a shift to winter. Championed by Saatchi & Saatchi New Zealand, the promotional billboards feature detachable flip-flops and towels that passersby can remove and keep.
“We’ve all experienced that sinking feeling when the holidays are over and we’re forced to hang up our togs, get back into work clothes, and re-join the commuter crowds or work or Uni. You’re back at your desk and reduced to watching the best days of summer from your office or classroom window. For many kiwis, L&P and summer go hand in hand, and we hope this campaign will help Kiwis hold on to that great summer feeling just a little bit longer,” says Saatchi & Saatchi Creative Director Guy Roberts.