A thief caught on camera stealing expensive equipment picked the wrong target if he wanted to keep a low profile: a billboard company that has plastered his image around New Zealand's largest city seeking his capture.

The unidentified thief was photographed by a suspicious onlooker as he uncoupled 15 electrical transformers used to boost the lighting on a billboard in Auckland.

The photographer knew the pillaged sign belonged to Mark Venter, who runs OTW Advertising, one of New Zealand's oldest billboard companies.