Well plaid, DDB

AUCKLAND, Today: DDB Aotearoa has Aotearoa created a cheeky billboard to promote Neon’s upcoming new season of Outlander.

Neon brand & marketing manager Holly Phillips said: “It’s the question Scots have been asked for centuries – what are they wearing under their kilts?”

Currently on Nelson Street in Auckland, the billboard features a tartan kilt that blows in the wind to reveal a message: New Season of Outlander coming soon to Neon.

Holly Phillips: “The unique build helped Neon to stand out in market.

“It was slightly risky to pull the build off in Auckland as the city isn’t known for being windy but the execution was a huge success.”

“The new season of Outlander is highly anticipated and this execution has been a great way to gain cut-through and generate further excitement from fans. We’re stoked with how the billboard has been received.”

DDB CD Rory McKechnie said: “When you think Outlander you think kilts, and when you think of kilts you think about what’s under them.

“It was slightly risky to pull the build off in Auckland as the city isn’t known for being windy but the execution was a huge success and was definitely eye-catching.”

The agency did not provide a credits list.

The new season of Outlander launches on Neon on Sunday 6 March.