OOH by Tampa Bay Lightning
As it rained, the word “REIGN” was revealed slowly.
2022 Obie Finalist Tampa Bay Lightning’s “REIGN” billboard
The timing of the campaign in 2021 and the placement in Tampa were perfect as the Lightning were coming off back-to-back championship seasons.
Love the use of the appropriate word “REIGN” as a replacement for its homophone, “rain”.
Special inks were used that revealed the word “REIGN” as it actually rained.
What’s most important is that the idea came before the production technique and the production team found the best way to solve the idea.
As it was raining and the billboard was revealing the word “REIGN”, the scene played out like a slow drama allowing the public to participate in the story.
This proves that great outdoor advertising happens when we reward people for their attention.
