All too often, creative ideas for out-of-home media seem like they're simply out-of-mind. This year's finalists show that outdoor ideas can be out-of-sight.
WINNER
Agency: R/GA, Reuters
Client: Nike
The old proverb goes: if the shoe fits, wear it. But,
what if you don't like the shoe's design? In May 2005, when R/GA orchestrated a takeover of the Reuters sign in Times Square for nikeid, the non-proverbial shoe could be customized. Passersby were
encouraged to use their cell phones to design a pair of Nike Free 5.0 shoes live. With its 23-story sign, the campaign used outdoor space in an eye-catching way.
Agency: Colle+McVoy
Client: Minnesota State Lottery
The medium was entirely the mes-sage for Colle + McVoy's Minnesota State
Lottery campaign. To highlight how the lottery's proceeds benefit environmental projects, the agency used outdoor space to tie the product to the environment. Agency strategists chose a heavily
trafficked corridor route and installed three sequential messages, consisting of blooming shrubs and bushes, at one-mile intervals. The entire message read: "When you Play," "Nature
Wins," "Thank You, Minnesota State Lottery." Landscape crews wore branded lottery attire and acted as brand ambassadors. The highly visible yet simple campaign engaged consumers and
invited discovery, naturally.
Agency: Posterscope and FreeCar Media
Client: Coke/Full Throttle
It's a bird, it's a plane,
it's a red and black cement truck touting Coke's Full Throttle energy drink! To garner attention for the beverage, FreeCar Media used its exclusive partnership with Mack trucks to send a fleet of 14
customized, branded vehicles lumbering into target locations across the country, with brand ambassadors giving out samples. The campaign aimed to reach blue-collar males where they work (construction
sites and factories), play (softball fields), are entertained (nascar events), and shop (convenience stores, Home Depot).