The latest OMA ‘Someone Will Project’ billboard – it’s impossible not to yawn at

The latest billboard unveiled in the OMA’s ‘Someone Will Project’series is bound to make you yawn. It’s not because it’s boring, it’sbecause the billboard, photographed by Sydney photographer BrockElbank, is a series of people yawning and as we know, yawning iscontagious.

The third billboard in as many weeks to appear on an outdoor site inSaunders Street Pyrmont, Sydney, is part of a project developed by theOut-of-Home media industry.

It shows in different ways how Out-of-Home advertising can be used tomake people react – from raising people’s curiosity to call a numberregarding a missing python in week one, to the urge to take a photo infront of the week two billboard I’m with Stupid and now the physicalurge to yawn driven by an image of three people mid-yawn.

The project is part of the build-up to this year’s Outdoor Awards, withthe OMA collaborating with artists, illustrators and creative talentswhose work is not normally seen at this scale or in the billboardenvironment. Says Elbank: “I really liked the idea of doing somethingother than an ad for a billboard. I also liked the fact I was creatingsomething that would affect people physically. Billboards are a greatmedium for something like this”.

Discussion on the project has been taking place at www.someonewillproject.comThere are five more billboard creative executions in the series, onemore in Sydney, followed by a high profile supersite in Melbourne forthe final four weeks.

Says CEO of the OMA Charmaine Moldrich: “The feedback on the campaignso far has been great. It’s lifting the profile of Out-of-Homeadvertising which is one of the aims of the project, so we’re glad it’sworking.”