OPEN 2
The OPEN series was born from the desire to create a forum for applauding and interrogating strong creative design within the Out of Home (OOH) industry. Illustrating how OOH is part of our cityscape, our commute, our weekend and our shopping and holiday experiences, OOH is ‘the original tweet’ and it cannot be switched off, ignored or fast forwarded. Big, bold, cheeky, simple, clever and controversial, OOH is the ultimate creative stage, allowing brands to be unique, contextually relevant and targeted while reaching mass audiences.
The OPEN series was born from the desire to create a forum for applauding and interrogating strong creative design within the Out of Home (OOH) industry. Illustrating how OOH is part of our cityscape, our commute, our weekend and our shopping and holiday experiences, OOH is ‘the original tweet’ and it cannot be switched off, ignored or fast forwarded. Big, bold, cheeky, simple, clever and controversial, OOH is the ultimate creative stage, allowing brands to be unique, contextually relevant and targeted while reaching mass audiences.
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
HUMOUR ME | CONTINUED<br />
...<br />
ABOVE<br />
Sexpo has made major changes<br />
to its style of advertising.<br />
/ 24<br />
treatments of sexual concepts were found<br />
to make an advertisement more likely to<br />
be acceptable.<br />
In the nine years I have been with<br />
the ASB I have watched with interest the<br />
changes in style of outdoor advertising. Of<br />
particular interest are the changes made by<br />
OOH advertisers to imagery and language on<br />
billboards in line with community reactions<br />
and feedback.<br />
One advertiser, Sexpo, has made<br />
major changes to its style of advertising.<br />
After receiving complaints about its original<br />
images, which depicted bikini-clad women in<br />
sexualised poses, the advertiser considered<br />
the issues raised and changed to more benign<br />
images of couples smiling, while still using the<br />
word ‘Sexpo’. This adapted style of advertising<br />
did not have a negative effect; in fact, we are<br />
led to believe there has been an increase<br />
in attendance at these events.<br />
I believe that community reactions<br />
to advertisements will continue to differ and<br />
change, and that OOH will move and adapt to<br />
these changes as it has since the first billboard<br />
was erected in Australia.<br />
I also know the many different reactions<br />
to advertisements will ensure that the<br />
complaints process and decisions made by<br />
the ASB will continue to receive both good and<br />
bad press and that the value of self-regulation<br />
of advertising in Australia will continue to be<br />
debated. I see this as a positive. Debate after<br />
all provides insight into issues.
Change language