PHILIPPINES, MARCH 3, 2011 – The traditional billboard is still a canvas for animated and interesting ads, even without LED and the 3D projections. Over the past few weeks, billboards have become dynamic without resorting to the use of electricity.
Two billboards carry on a conversation with each other in the UK, as part of Saatchi & Saatchi’s campaign for shared signal between T-Mobile and Orange. In New York, you can see baseball player Derek Jeter get his daily shave on a billboard, part of BBDO’s campaign for Gillette. Jeter’s billboard gets daily repaints through March 6 to show the different stages of a shave.
In Kansas City, ‘Impossible’, ‘Unbelievable’, and ‘Hopeless’ are covered in places to be ‘Possible’, ‘Believeable’ and give ‘Hope’, part of the area clinic’s rebranding of St. Luke’s health system.
Even with the means to make these billboards interactive, static ads remain memorable, even meme-worthy. Adidas’ soccer player in Germany (2006) and the Formula toothcare billboard by Ogilvy Indonesia (2008) are still discussed on Facebook pages and Internet humor sites.
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Other billboard ads have even served as the foundation for revolutionary protests, such as the award-winning “money as wallpaper” billboard by TBWA\Hunt Lascaris for The Zimbabwean.
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While Manila is peppered with outdoor media, instances of making it more than a hard sell are not very common. In recent history, only Greenwich Pizza’s Overloaded billboard comes to mind in its attempt to play with outdoor as a medium.
Next: digital OOH
