When Saatchi & Saatchi New Zealand got the Sanyo Xacti CA65 Underwater Camera brief they decided against using any visual and instead made a billboard that will surely get into the guinness book of records - they produced a text-only poster containing one million words.

The world first, 63m poster showed how much more there is to film with the underwater camera compared with the little you could capture with a regular one. Amongst other things, the poster included the world's most comprehensive marine species list, histories of major tsunami and shipwrecks, and Moby Dick and 20 000 Leagues Under The Sea in their entirety.

The word "lighthouse" appears once above the 'waterline'-

The word "seagull" appears twice above the 'waterline'.

Agency : Saatchi & Saatch NZ Blake Enting (Designer) Chad Bryant (Designer) Mike O'Sullivan (Executive Creative Director) Tim Huse (Creatives) Helen Steemson (Creatives) Matthew Swinburne (Creatives) Hywel James (Creatives) Tony THorburn (Producer) Heath Davy (Producer) Account Supervisor: Angelina Farry Advertiser's Supervisor: Bill Crichton

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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