Jul
29
Feb
18
TDA Boulder’s OOH Effort for Daiya is ‘Hard to Notice’
Posted in: Uncategorized
TDA Boulder launched an unusual OOH campaign for Daiya Foods, entitled “Hard to Notice.”
While must out of home efforts aim for maximum visibility, TDA Boulder’s campaign for Daiya Foods’ new line of dairy-, gluten-, soy-, and lactose-free frozen pizzas, rolling out in Portland, Oregon and Denver, Colorado, sacrifices visibility for memorability. Some of the ads are hard to see due to their placement, others because of their diminutive size and some (placed on Taxis) are usually traveling at too fast a speed to attract notice. All of the ads carry the message, “It’s easier to notice this ad than to notice our pizza is dairy-free.”
Large-format versions of the ad will run on “transit shelter ceilings?and on city bus roofs, visible from upper story windows only.” Small magnets and stickers carrying the message will be placed around the city by “guerilla teams.” The OOH campaign will be supported by digital efforts, as well as a print campaign in magazines such as Cooking Light, Health, Fitness and Food Network Magazine.
Credits:
Art Director: Austin O’Connor
Copywriter: Dan Colburn
Creative Director: Jeremy Seibold
Executive Creative Director: Jonathan Schoenberg
Aug
31
Stuff.co.nz Outdoor Campaign Raises the Bar for Creativity
Posted in: Uncategorized
Remember back in the day when a reporter would be admonished or even fired for not being the first to cover a breaking news? Well, the times have changed. An outdoor campaign by Stuff.co.nz boasts “if our team don’t break stories first, there are consequences.” Consequences, indeed (and not for the copy editors!). One of its billboards has a tomato-pelted reporter strapped to it, while another features a reporter being dangled out of a window from high above with a banner below him featuring the same line.
This kind of reminds me of a “Saturday Night Live” skit in the 70’s that depicted a bunny with a gun to its head and the tagline, “buy this (whatever) or the bunny gets it.”
Sure, humor is a fantastic motivator and will, in this case, drive traffic to the Web, but what I love about this campaign is that it raises the bar for creative. It’s not mirroring pop culture – it’s creating it, which is what Stuff does perfectly on its website, too.
Sara Barton is a copywriter, social media strategist, and avid blogger who is in search of her next opportunity. Contact her via Twitter, LinkedIn, or her blog.
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