Out-of-home can be one of the more creative mediums to work with. Sure, there are elements that fit into a well-structured media plan, but beyond the space that you can buy there are so many different ways of capturing attention “on the street.” In this series of ads you will see very creative executions that use imagery in place of words and others that use experiences in place of communications. While creativity is the lifeblood of the advertising industry there is no reason to be creative simply for creative’s sake if it doesn’t help achieve the goal or objective that was determined at the start of the campaign.
In these award-winning ads (see Contemporary Advertising Playlist, Chapter 16), write down your interpretation of what the objectives and the strategies were that led the creative team to come up with such compelling pieces.