Household appliances brand Russell Hobbs has unveiled its first-ever special-build out-of-home installation to promote its latest product, the ‘Calm Kettle’.

Mounted outside Westfield White City last week, the special build will be visible to the public through to 18 May and includes a giant replica of the brand’s Calm Kettle. The work was created by Leeds agency Ponderosa, with media agency Wavemaker North.

Including the simple copy: ‘RELAX’ in large blue capitals, the giant model kettle juts out of the billboard in place of the letter ‘A’. Smaller copy below the main line reads: “Calm Kettle with soothing lights & sounds for a moment of me-time.”

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“We wanted to bring a Moment of Me-Time to our consumers and where better to do that than Westfield White City,” Russell Hobbs senior marketing manager, Rebecca Veal said.

“Working with creative agency, Ponderosa alongside media agency, Wavemaker North, our Calm Kettle has been brought to life on our billboard, showcasing the kettle’s captivating lights and optional soothing sounds, and we even have lifelike steam activated from the spout of the kettle! We’re so excited that we’ve been able to bring the Calm™ Kettle to life in an innovative and thoughtful way!’

To further amplify the installation, Russell Hobbs gave away free cups of tea to members of the public, made using the new kettle from 8AM to 3PM on Thursday 24 April.