Outdoor Advertising Association of America: Painting the Town Red
No sooner did we recover from another invasion of the bizarrely accoutered human hangers who constitute Fashion Week, than it's Advertising Week in New York. Gee, isn't it always Advertising Week in New York? Isn't that why illegal immigrants and oth
Published on Sep 23, 2004
No sooner did we recover from another invasion of the bizarrely accoutered human hangers who constitute Fashion Week, than it's Advertising Week in New York. Gee, isn't it always Advertising Week in New York? Isn't that why illegal immigrants and other down-and-outers, sometimes dressed as clowns, or sagging under the weight of sandwich boards, are handing out flyers on every corner? At any rate, Advertising Week has its own advertising, as in this insiders' outdoor attack, engineered by the Jager Group of Grand Rapids, Mich., on behalf of the Outdoor Advertising Association of America. Creatives who lent their imprimatur to the effort include Alex Bogusky, Rick Boyko, Lee Clow, Sal DeVito, Mike Hughes, Stan Richards and Tracy Wong. "The goal of the campaign is to catch the attention of the advertising community and convey that when it comes to creative freedom and opportunity, outdoor is the medium," according to the agency. And outdoor is indeed the medium here; the graffiti-style assault includes sidewalk graphics, phone kiosks, bus shelters, bus tails, mobile billboards, elevator and digital urban displays, restroom displays, receptasigns, static clings and projection media, in addition to Times Square spectaculars. What, no clown wearing a sandwich board!? Moreover, there's a website, www.outsiders-unite.com, where ad people can "join the movement." What movement? "Outdoor has always been somewhat the outsider of the media world, so this is a movement to leverage that perception," says senior AD Rob Jackson. "We hope the simple idea, street-level approach and nontraditional tactics will resonate with our audience and build some enthusiasm and momentum for the medium. We hope it takes on a life of its own and spreads through outdoor markets across the country." Indeed, the concept will be launched in San Francisco and Los Angeles later this fall.