![]() Simple things are the work of geniuses, and most of the time brilliant solutions are hiding in plain sight. ![]() “But it’s just a billboard filled with water,” they said. It won the attention of people and industry, the respect of other brands and the hearts of specialised media. I am not only talking about creativity awards. I silently thought, ‘This is going to win everything.’ And so it did. Many people told me “I don’t like it” as soon as it was launched in July 2021. A piece of work that put the Emirates at the centre of the global creative conversation for more than a year, brought to us by our dear colleagues at Havas Middle East. Let me bring your focus back to one of the latest and more brilliant examples in this category: the Adidas Liquid Billboard. That simple concept hasn’t changed in five thousand years.īut let’s not travel too far back in time. ![]() Some wooden boards, paint, a skilled hieroglypher, and boom, your ad was successfully aired. Since there was no social media, big data or retargeting ads in Ancient Egypt, we can agree that it’s fair to call outdoor the first media. It’s just hard to ignore the feeling of seeing your work out there, looming larger than your house. There is no ‘good’ or ‘bad’ media, unless you have a poor idea. T his is neither an ode to out-of-home nor a diatribe against everything else.
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