Simplot's John West places giant OOH bear over Bondi Beach

The billboard for the 'Be your best' campaign, which covers more than 600 square metres has been created by the redevelopment of the North Bondi Surf Lifesaving Club.

The installation is meant to capitalise on the large Bondi Beach crowds over the summer holiday period and will be in place until January 27. It features an interactive element: Beachgoers are encouraged to upload a photo of themselves in front of the billboard, via Instagram, for a chance to win prizes.

The creative was developed by BWM.

“The site is an unprecedented opportunity for brands to be part of one of Australia’s most iconic locations, as well as tapping into the ‘beach’ lifestyle and sentiment over the summer months,” said Joe Copley, Posterscope’s MD.

“This first execution provides a way for John West to reach not just the hundreds of thousands of people who will visit Bondi Beach over summer, but also many more, thanks to the interactive idea,” he added.

“It’s very exciting for us to head into 2013 with such an innovative and stand-out piece of activity for the John West brand,” said Tara Lordsmith, Simplot’s general manager of marketing. "Given Bondi can attract more than 40,000 visitors in a single weekend in summer, that’s a huge reach for us."