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Yearbook Jan 2019

42 yearbook 2019 Urging the advertising world to ‘Get Out of Home’ Today’s advertising creatives and media planners grew up with the internet in the palm of their hands. But some ideas are too big to stay trapped online, believes STEPHEN FREITAS. o drive home OOH’s relevance in today’s digital world, the out of home (OOH) advertising industry in the Unites States launched a new campaign in September 2018 to inspire and excite the ad industry about OOH’s power, value, and significance. The Get Out of Home campaign, created by Publicis New York, highlights how the medium competes with and complements online and mobile advertising. The goal is to spark conversation about how today’s responsive, engaging OOH medium can elevate any idea, creating magnetism and distinction. According to Josh Horn, creative director at Publicis New York, “OOH has become the ultimate stage for brands to get their message seen. It’s contextual, measurable, and responsive.” Industry icons are championing OOH as media amplifiers. Touting the value of OOH, Publicis New York’s Andy Bird, Barton F. Graf’s Gerry Graf, and Stan Richards of The Richards Group are featured on billboards and other OOH formats in major markets across the US, including New York, Los Angeles and Chicago. Also featured are young media creative thinkers with blossoming social media followings, including copywriter Jezz Chung at Anomaly, digital designer Marta Llop at Facebook, and graphic designer Pawel Nolbert, who’s worked with clients such as Adobe, Google and Disney. These young guns are using their strengths in digital media to help transform how the ad industry understands OOH. “As a creative, I’m used to being behind the camera, so when I got the email asking if I wanted to be on a billboard, it felt surreal,” said Chung. “Being a woman of colour, being Asian American while navigating this industry can be disheartening and exhausting. But moments like this keep me going. I felt seen.” Llop is also excited to get into the real world: “It’s thrilling to get some ‘off the gram’ exposure.” The campaign runs through early 2019 on more than 50 000 OOH units, including 27 digital screen networks, in 30 major US markets including Austin, Chicago, Dallas, Detroit, Los Angeles, Miami, Minneapolis, San Francisco, and Washington, D.C. Get the ad audience and Get Out of Home The campaign launched in connection with Advertising Week New York, targeting media agencies and planners attending the event with static and digital OOH ads that invited them to engage using the #GetOutofHome hashtag. Attendees were greeted by campaign ads on a large digital mobile billboard parked in front of the venue’s main entrance. As they waited in line to enter the building, delegates saw core campaign messaging and were given free T-shirts with the hashtag #GetOutofHome. A large digital screen welcomed attendees inside the venue with campaign ads and real-time T Stephen Freitas, CMO of the Outdoor Advertising Association of America out of home GLOBAL


Yearbook Jan 2019
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