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.
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SELL ME SOMETHING | CONTINUED<br />
...<br />
ABOVE<br />
Highlighting the many destinations<br />
British Airways flies to, digital<br />
billboards in key London locations<br />
featured signs that encouraged<br />
passers-by to look up and spot<br />
its aircraft.<br />
The most important thing when selling<br />
something is to be personable, respectful and<br />
create a game that is fun for both the seller<br />
and the buyer. Take a look at the recent British<br />
Airways Outdoor advertising campaign that<br />
tracks aircraft as they fly over. Or the lovely<br />
Swedish hair care posters (p. 144) that respond<br />
to the arriving trains. They are both great<br />
examples of advertising that is able to have<br />
some fun with its audience.<br />
We need more work like this. It helps<br />
change the still popular perception that we<br />
are evil marketers running around with ‘brand<br />
nets,’ trying to snare unsuspecting consumers.<br />
An image we really need to retire.<br />
A good place to start is to resist using<br />
terms like ‘target market’ and ‘consumers.’<br />
We are not hunting – and people don’t eat ads.<br />
In any case, there is no value in tricking<br />
someone into buying your stuff. That’s what<br />
‘snake oil’ salesmen do, and it only ever attracts<br />
fools and leads to you getting run out of town –<br />
or lynched.<br />
So, I like to start with the assumption<br />
that people are saying, ‘sell me something’ –<br />
meaning, they have some money they’d like<br />
to spend, they want to be seduced, and the<br />
game of determining which particular product<br />
will best court their desires is afoot.<br />
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