Turning Public Spaces into Urban Galleries: The Art of Out-of-Home
Written by: Rick Robinson
Out-of-home (OOH) advertising isn't just about slapping a logo and big letters on a billboard. It's about crafting an experience, an unexpected moment of connection as people move through their daily lives. It's transforming “The People's Space" into an urban gallery, where brands become storytellers and the public becomes the riveted audience. But how do we create these captivating moments? It is hard work, and it all begins with the seed of a single, powerful idea.
As Marshall McLuhan famously said, "The medium is the message." In the world of OOH, this rings especially true. Unlike other media, OOH doesn't have the luxury of editorial support or surrounding content to carry the message. It stands alone, relying almost entirely on the strength of its creative. Research echoes this sentiment, with studies showing that 70% of an OOH campaign's success hinges on the creative execution. The canvas is vast, but the message needs to be laser-focused. When it is, the moment of impact is permanently etched in the mind of the viewer.
“ Every memorable OOH execution can be traced back to this singular, potent thought. Committing to this single idea takes courage.”
The myth of "7 words or less" in OOH creative is both true and misleading. While brevity is important, the real magic lies in distilling your message down to its purest essence – one core idea. Think of it as the DNA of your campaign. Every memorable OOH execution can be traced back to this singular, potent thought. Committing to this single idea takes courage. It's a vulnerable act for a brand to plant its flag in the public square and say, "This is what we believe." But this very vulnerability is what resonates with audiences. They recognize and appreciate the brand's conviction. They respect it.
Title of Work: For Every Single Use
Brand: Yeti
OBIE Craft Award Winner, OBIE Gold Award 2024
Once you have that single, shining idea, design tactics can help it sing. Keep the elements simple and impactful: a compelling headline, a striking visual, a logo, and perhaps a URL. Choose one dominant element to anchor the design, making the message easily digestible. High contrast is also key. The creative elements need to be instantly recognizable, with the core idea coming through, even at a glance.
Remember, the public is on high alert when they're out and about, but they're not necessarily looking for your message. They're in a state of "OOH discovery," open to serendipitous encounters. If you reward their attention with something intriguing, humorous, aesthetically stunning, or genuinely relevant, they'll pause their journey and engage. They'll thank you for valuing their time and space. A worthy OOH campaign trusts the public's intelligence, honors their time, and acknowledges their presence in the public realm. It's never about the brand; it's always about the audience.
This is where the art of OOH planning comes into play. Expert OOH planners understand the importance of context. At their best, they orchestrate the perfect symphony of formats, blending content with location to create a harmonious experience. With plenty of tools at their disposal, planners can target OOH messages with pinpoint accuracy, aligning them with audience movements, points of interest, and key neighborhoods.
Ultimately, successful OOH advertising requires an appreciation for the public's mindset. People are "picture-prone," remembering visual information more readily than auditory. They're in discovery mode, embracing the unexpected. It's at this intersection of creative, media, and data that OOH truly shines. It's about crafting a message that lands with perfect pitch, a message that resonates with the audience and reveres the medium. It's about transforming “The People's Space" into an urban gallery, where brands and the public engage in a delightful dance of visual storytelling.
Title of Work: The Courage to #SmileFirst
Brand: Colgate
OBIE Bronze Award 2024
