Posca Hydrate drives engagement with Merrick Watts billboard hunt in OOH campaign

AUSTRALIA. Sparkling hydration drink brand Posca Hydrate has launched an Out of Home (OOH) brand awareness campaign.

The promotional materials feature Posca Hydrate Co-Founder, comedian and radio personality Merrick Watts, in a bold new stunt that brings comedy, chaos and gladiatorial mischief to the streets.

Australians are invited to take part in the stunt-driven ‘Find Merrick’s Billboard’ campaign, which offers a chance to win a trip to Rome by locating a mystery billboard designed entirely by Watts.

Running for six weeks from 26 May, the six-week promotional event is rolling out across national OOH platforms and extended through social, digital and PR channels.

Posca Hydrate Co-Founder Ed Stening said, “This isn’t just about turning heads with a billboard stunt – it’s about staying true to our DNA. Is handing a billboard over to Merrick with no rules risky? Hell yes, but calculated boldness is what Posca stands for. We are a hydration brand that skips the serious, brings the fun, and delivers when it’s game time.”

The campaign was developed in collaboration with Australia’s fastest-growing OOH media company Outdoor Advertising Collective (OAC), bringing a fresh and unconventional twist to traditional outdoor advertising.

OAC offers Posca Hydrate and other brands access to a nationwide network of large-format billboards across Australia.

OAC Founder Grant Kirkby added, “We’re always looking to collaborate on campaigns that push creative boundaries and deepen audience engagement. Activations like this with Posca Hydrate don’t just capture attention – they help evolve and elevate the OOH landscape, which is exactly what we’re focused on achieving.”

Participants can join the campaign by locating Watts’s hidden billboard somewhere in the wild and noting its location and timing, and ideally capturing a photo for proof.

Once spotted, they must text the location to 0437 936 390 before 30 June, with the possibility of a call back from Watts. All valid entries will be entered into a draw to win flights for two to Rome, along with a chance to win a year’s supply of Posca Hydrate.

The major prize offers return flights for two to Rome, extended to maximise travel distance.

Further details are available via this website or @poscahydrate on Instagram and TikTok.