• by Fern Siegel , October 7, 2024

Hugo Timm, creative director at Frontify, produced a billboard campaign targeting the New York creative and agency community. It runs from Oct 7-10 in Penn Station to coincide with Advertising Week.

Frontify's campaign wants to confront the ad industry with a familiar fear: getting something wrong for a major launch. The “At Least Its on Brand” campaign kicks off with a noticeable error — the lorem ipsum placeholder left behind.

The campaign addresses the reality of being “on-brand” in today’s AI-enabled branding landscape.

The creative previously ran in London, Sept. 9-22.