Reinventing Outdoor in Interactive Age

v 0.2 (beta)

Zigurds Zakis

http://ZZ.typepad.com

@zz_zigurds

Jarred Bell Circus Poster (1835)more than 50 sq.feet

http://www.!ickr.com/photos/businesshistory/1934664237/lightbox/

First Outdoor Electric Advertisement - May 1892

Heinz First Outdoor Advertisement (1896)

http://www.!ickr.com/photos/businesshistory/1934700277/in/pool-389240@N24/lightbox/

http://www.flickr.com/photos/vivnsect/5277509407/

One-directional, static (not-dynamic/non-interactive) adsfor passive consumption

1. Interactivity ● Dynamic vs. Static ● Digital AND Analogue ● On- and Off- line ●

2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●

3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●

4. Campaigns, not single acts

What’s changing?

5. Entertainment ● Superior Experiences ● Being "rst to apply ● Gami"cation ●

vs./and

6. Creating Value for Customers/Society

7. The Power of Poster. Back to the roots.

Iconic brands

1) Addresses acute contradiction in society;...

5) Perform as activists, leading culture;

6) rely on breakthrough performances, rather than consistent communication

Douglas Holt“How Brand Become Icons: the Principles of Cultural Branding” (2005)

Let’s look on breakthrough performances of last 5 years:Cannes Lions Outdoor Grand Prix 2007-2011

2007

http://youtu.be/LFxCwSaFHOo

Net#Work BBDO, South AfricaRebranding Nedbank (2006/07)

via: http://thisisnotadvertising.wordpress.com/tag/nedbank/

A part of much broader campaign of doing (vs. only telling) things

Creating advertising that makes a real difference

Rede"ning what outdoor means to community

2008

HBO Voyer (2007)BBDO New York

Watcher Trailer

Event InvitationsGo Cards

Wall Screening Event

Teaser Trailer

Print

Voyeur On Demand

HBOVoyeur.com

Watcher Film

Mobile Content

Ancillary Websites

Online Banners

Superior entertainment value

Outstanding storytelling

Trans-media storytelling (Many entry points)

Outdoor ad (installation) in the center of all activities

Applications to different channels: translating, not copying

Evolving the idea:

HBO Cube (2009) BBDO New York

2009

The Zimbabwean (2008)TBWA\Hunt\Lascaris

http://www.flickr.com/photos/trilliondollarcampaign/3421500990

http://www.flickr.com/photos/trilliondollarcampaign/3421500286

http://www.flickr.com/photos/trilliondollarcampaign

Using the power of poster

Unexpected

Simplicity

Adaptability to different formats

2010

Diesel “Be Stupid”

by Anomaly (2009/2010)

Simplicity

Polarizing

Consistent

2010

2010

Andes Beer “Teletransporter” Del Campo Nazca Saatchi & SaatchiArgentina

2009

http://www.youtube.com/watch?v=iKDgYKSEN6M

Relevant to T.G.Deep insight

InnovativePolarizing

Rich storytelling

2010

Billboard Yourself (2009) Almap BBDO (Brazil)Cannes Lions 2010 Grand Prix in Print, few Golds(my choice for Outdoor Grand Prix from shortlists)

http://vimeo.com/17078558

Great insightCustomization

InteractivityLinking print, outdoor and digital platforms

2011

Highly localizedIgniting fans community

Unique value to customersCollaborative efforts

Alliance (JayZ-Bing-Maps)Story/content that supplements book/original content

Miami Pool

At the Delano hotel launch event in South Beach, a page dedicated to the lavish lifestyle of the hip-hop artist was revealed at the bottom of the iconic pool and on towels surrounding the lounge area.

via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

Times Square Billboard

A three-billboard stack revealing the bookʼs introductory pages were released throughout the campaignʼs four-week period.

London Tube Station

Pages that highlighted Jay-Zʼs experiences abroad were put in the cities where the events

happened. For instance, this page was found in the London Underground.

via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

New Orleans Roof

A page dedicated to the Hurricane Katrina disaster placed on a roof in downtown New Orleans.

via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

Jukebox

Jukeboxes all over New York City were used to display pages about Jayʼs musical influences.

Black Shack Burger

Black Shack, a burger joint on Lexington Ave in Manhattan, was the location of a page mentioning a

personal experience Jay had with Memphis Bleek and bacon cheeseburgers. To bring the story to life, the page was printed on the foil wrappers covering the

special order bacon cheeseburgers and given to fans upon request.

via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

Gucci Jacket

Jay-Z stunned his fans by revealing a black leather Gucci for Decoded jacket. The masterfully stitched page handcrafted by Gucci's lead creative, Frida Giannini, is custom-tailored to Jay-Z's measurements and holds song lyrics mentioning the Italian clothing icon.

via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

GLEASONʼS GYMThe pages found in a famous boxing gym in Brooklyn called Gleasonʼs highlighted Jayʼs love for the sport.

Plexi

A clear, freestanding page made of Plexiglas, overlooking the downtown NYC skyline was

located on the Brooklyn piers in Red Hook. One of the more meaningful pages, it holds content

about the potential of hip-hop and where itʼs headed in the future.

via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

The Spotted Pig

These pages were dropped in one of Jay-Z's very own business ventures. The Spotted Pig, known for its cozy atmosphere and cool memorabilia, was used in a variety of different mediums to celebrate the book's content. Pages were found on tablecloths and mirrors highlighting Jay-Z's personal experiences dining with the world's most influential people.

via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

Pool Table

This custom pool table was designed specifically for the campaign and was placed in the 40/40 Club in New York City. The page is all about the hustle of the hip-hop world and how it translates into other parts of life, in this case, a game of pool.

Cadillac

Jay-Z shook the borough of Queens with his pages dedicated to Run DMC, the hip-hop legend of Hollis. A

1982 vintage Cadillac Seville, decked out in pages 8 & 9, was showcased as a tribute to the hip-hop OGs on their

very own Run DMC Way. The book content included various Run DMC and Cadillac references and covered

the car from trunk to hood in recognition of the influence that the hip-hop foreman had on Jay-Z's music.

via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

Basketball Backboard

This page was created as a basketball backboard in his old neighborhood near the Marcy Projects. The pages hold the song lyrics to "Where I'm From," a dedication to the unforgiving lifestyle of the thug in the streets of Bed-Stuy Brooklyn.

Plaque

A bronze plaque, molded with the content of the first two pages of the book, was placed

adjacent to the housing projects Jay-Z grew up in. The content poetically details the scene of

his childhood: the rap battles, the playgrounds, the crowded streets.

via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

Fireplace and Escalator

The lyrics to “Lucifer” were revealed at two interesting locations. The first page-spread was situated in front of a fireplace at the Royalton Hotel. Flames from behind the clear, freestanding page brought the content to life while symbolizing the internal struggle between good and evil. The second “Lucifer” spread was found at the famous escalator in the Hudson Hotel lobby, where visitors traveling up and down experienced the song's metaphor firsthand.

via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

Nets Jersey and Banner

A custom Nets jersey, complete with the content of page 86, was hung with the famous sports memorabilia lining the walls of the 40/40 Club. In the same week, a banner embroidered with the content of pages 142-143 was placed in the rafters of the Netsʼ very own Prudential Center. The pages alluded to Jay-Z's love of basketball, investment in the Nets, and the commonalities between sports and the hustle of the hiphop game.

via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

Newspaper

Two pages dedicated to the mourning of rappers Notorious BIG and Tupac were found at newspaper stands in their respective east and west coast cities, New York and Los Angeles.

Counterfeit Book

A page mentioning Jay-Z's frustrations with music bootleggers was found in the form of a

counterfeit book distributed by a street vendor near Canal Street in Manhattan.

via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

Bike

A page mentioning Jay-Z's early childhood bike riding experiences was showcased on a custom bike in a shop located near his old neighborhood in Brooklyn.

Apollo Theater

A page was revealed on the stage curtain of the Apollo Theater on Amateur Night. The content was a tribute to

the iconic theater and the historic Harlem neighborhood it represents.

Records

Each chapter title page was printed as a record cover and placed in record stores around NYC.

Guitar

This guitar, found in a local music store in NYC, hosts song lyrics referencing music

influences outside the bounds of traditional hip-hop.

via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●

2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●

3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●

4. Campaigns, not single acts

5. Entertainment ● Superior Experiences ● Being "rst to apply ● Gami"cation ●

6. Creating Value for Customers/Society, not technology itself

7. The Power of Poster. Back to the roots.

M&C Saatchi for Conservatives1997

Expression of individual top artistsPrinted. Available for purchase.

Grassroots and individual acts of support

Official

1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●

2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●

3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●

4. Campaigns, not single acts

5. Entertainment ● Superior Experiences ● Being "rst to apply ● Gami"cation ●

6. Creating Value for Customers/Society, not technology itself

7. The Power of Poster. Back to the roots.

“Lightbulb”, The EconomistAMV BBDO2004

McDonalds “Breakfast Menu”LEO BURNETT USA,Cannes Lions Silver, 2007

Nikon D700, Seoul, 2009Cheil Worldwide, KOREA

http://vimeo.com/18499643Hyper Island (For Diesel?) 2011

VW by DDB Stockholm2011Grand Prix @ EuroBest 2011

VW. Winter discounts. Proposal valid until outdoor sinks.

1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●

2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●

3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●

4. Campaigns, not single acts

5. Entertainment ● Superior Experiences ● Being "rst to apply ● Gami"cation ●

6. Creating Value for Customers/Society, not technology itself

7. The Power of Poster. Back to the roots.

Pick & Play, McDonaldsDDB Stockholm, 2011

To create extra funTo create extra reason to visit McDonalds

http://vimeo.com/27253192

Recognized guest artists and people’s combined effort

Interactive

Real-time

Installation that depended on people’s engagement

Nokia’s navigation service integrated

Interacting with the campaign = interacted with the product.

Trial and increased use

Nokia, London 2010by FarFar

Taking transparency to new levels

Allowing customers to post their unvarnished reviews

Real-time

linked to Domino’s Pizza Tracker

“We’ve had this tracker for about three years, but we felt it was time for a coming out party,”Russell Weiner, Domino’s chief marketing officer

http://theinspirationroom.com/daily/2010/nike-write-the-headline-in-johannesburg/

Predict the headlines for the following day's news. Submit via Facebook, Twitter, Mxit (South Africa) and QQ (China) to over 50 of the top Nike World Cup athletes from around the world.Up to 100 messages per night displayedShare the headlines

Nike “Write the Future. Write the Headline”Summer 2010, W+K Amsterdamglobal / Johannesburg

1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●

2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●

3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●

4. Campaigns, not single acts

5. Entertainment ● Superior Experiences ● Being "rst to apply ● Gami"cation ●

6. Creating Value for Customers/Society, not technology itself

7. The Power of Poster. Back to the roots.

Forever21New York City, Time Square

Summer 2010

Fun. Unexpected.

Smart, creative use of emerging technology

Real-time

Smart usage of context of the place

Involves everybody. Simulated “interactivity”

Stimulates sharing (Viral potential)

Related to retail site

1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●

2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●

3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●

4. Campaigns, not single acts

5. Entertainment ● Superior Experiences ● Being "rst to apply ● Gami"cation ●

6. Creating Value for Customers/Society, not just using technology itself

7. The Power of Poster. Back to the roots.

It’s what you do that matters, not what you say.

StarbucksBBDO NY, 2010

http://vimeo.com/22311414

It’s always about story

Tropicana “Natural Energy”DDB Paris, 2011

MINI’s Christmas Box, by UbachsWisbrun/JWTSilver, Cannes Lions 2010 The message; only €99 per monthvia http://www.amsterdamadblog.com

Breaking rules works too :)

1. Interactivity & Participation

2. Social Networks & Location

3. Customization & Personalization

4. Connectivity: Broadband/ Mobile

5. Real-Time

6. Screens & Projections

7. Competitions and Games

8. Augmented Reality

9. Gesture and touch-screens

10. Face Recognition

11. QR codes

12. 3D

etc etc etc

Tools, techniques and technologies,new and old,

are coming and going

Great interactive outdoor campaignsare not about technology -

what technology does / can do is never-ending race

- they are about creating value to customer, group, societywhat is key insight?

how do we create value and/or experience to them?how do we link brand with their lives?

how can we involve them?

One of main rules in creating great outdoor campaigns.

In 2012 - let’s try, let’s fail forward and let’s succeed in making Riga outdoors more attractive

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