The campaign includes JCDecaux 48-sheets, which will be designed as larger-than-life apple trees in Belfast, Birmingham, Bristol, Glasgow, Leeds, Liverpool, Manchester and Sheffield.
The activity has been planned and bought by media agency John Ayling Associates and Source, a division of Aegis' out-of-home agency Posterscope, and executed by Posterscope's innovation division Hyperspace, and involves 8m x 4m 2D cut-outs of branches and leaves around each billboard, with 6m-wide "tree trunk" plinths.
Nick Smith, planner on the Beverage Brands account , said WKD had a "strong tradition of doing things differently" and partnering with Hyperspace and JCDecaux provided the opportunity to bring "a little bit of our unique brand personality" to the cider market.
Richard Simkins, senior project manager at Hyperspace, said the campaign was "guaranteed to resonate" with the core 18 to 24 male audience.
Simkins said Posterscope's proprietary research tool OCS showed18-to-24-year-old men who liked to try new products were twice as likely than average to find customised posters noticeable and memorable.
Out-of-home is the lead medium for the launch and will be supported by activity across a number of press titles and an online viral game.
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