Brand building platform Frontify is taking on meaningless branding by getting its first-ever billboard campaign deliberately wrong, in a bid to spark conversations among the London agency scene.

Launching across prominent billboards in Shoreditch, the campaign purposely features a major mistake, with the classic ‘Lorem ipsum’ text placed where an ‘on-brand’ assets should be.

The work will focus on getting marketers to re-think their approach to brand-building, and what being ‘on-brand’ even means in today’s fast-paced and AI-powered world.

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“This campaign is a nod to our fellow brand builders — the creatives, designers, and brand teams who our product is designed to help,” Frontify creative director, Hugo Timm said.

“So much goes into building a brand, the visual, the verbal, the content, the tone, and a lot more. It can be tricky to balance it all, particularly when other teams don’t understand that building a brand goes beyond replicating a visual formula to exhaustion. That’s where Frontify comes in, and what it excels at.”

The Swiss firm’s latest campaign is informed by three key insights; namely that being ‘on-brand’ in the modern era no longer guarantees impact or relevance, that mistakes should be used as opportunities for creativity and even potentially manufactured for engagement, and that improvisation and flexibility remain key to a campaign’s success.