We paint the city orange: Make it Monkey!

For Monkey Shoulder’s urban awareness campaign, we teamed up with Iprospect and William Grant and Sons to deliberately focus on the coolest spots in Berlin, Düsseldorf, and Hamburg. No broad distribution, no scattergun approach—instead, a smart, hyperlocal approach: full power right where urban life is buzzing.

In Berlin, we went to Prenzlauer Berg, in Düsseldorf our spots were Bilk, Unterbilk, and the harbor, and in Hamburg we turned Schanze into our playground. All neighborhoods where the city pulsates – culturally, creatively, and with exactly the crowd that Monkey Shoulder celebrates.

With an eye-catching mix of classic and digital out-of-home advertising, we brought the brand right into the heart of city life. The big highlight: three huge posters right in the trendy districts – the absolute eye-catchers and centerpieces of the campaign.

On top of that, we added city light posters (CLPs), large-scale billboards, and full-column posters – always strategically placed. And because it has even more impact when mobile, a fully branded tram rolled through the city in Düsseldorf and a Monkey Shoulder bus in Hamburg – striking, visible, everywhere on the move.

We also stepped up our digital efforts: with digital CLPs, info screens, and station media in city centers and at key locations in each city, we took the campaign beyond the trendy districts and ensured even greater visibility.

The (D)OOH measures were supplemented by large-format display and mobile ads, social media placements on Instagram and Facebook, and CTV. We also used mobile retargeting on (D)OOH to generate multiple contacts and highlight the impact of (D)OOH.

The result? The plan worked: we reached a total of 65 million contacts with the public media campaign! With a clear focus, strong look, and clever media mix, Monkey Shoulder made a real statement despite its limited budget – urban, eye-catching, and right on point. Make it Monkey, indeed.