Two experts pick their favourite out of home campaigns and explain why their chosen work makes the most of the medium
Nicolas Roope, executive creative director, Poke London
When you put art in a gallery you kind of kill it. We have to create these white boxes so art’s many subversions don’t spill out onto the streets, undermining normality and society.
The frame around a poster can be seen to do much the same thing, demarcating the message from the legitimate architecture of the humdrum around it. A safe window.
It also frames a legacy, some bad old habits that no longer fit the connected world. A shame, because printed OOH ads make a disproportionately strong impression on millennials – surprised, I suppose, by how an image can just sit there, not swiping, refreshing or animating.
We often hear that we should “think outside the box” but, more often than not, thinking within its constraints is no less creative or fruitful. In fact, that poster frame is arguably the world’s most prolific of all creative canvases.
Tourism Ireland’s 2016 “Doors of Thrones” campaign by Publicis London really impressed me. What so easily could have been a lame print ad engrained itself in Northern Ireland’s story, driving tourism around the region. It was a lesson in how a physical object can be responsive and alive, and how a campaign can be more than just the conveyance of information and emotion.
Using similar logic, in 2017 the team created a 77m-long tapestry, again exquisite in craft and detail. In many aspects this is like a poster; flat, with pictures and stories across its canvas. But the tapestry is conscious of its historical references and significance.
Connectedness is not exclusive to cyberspace. Its tentacles reach into everything. So when conceiving an idea that engages and connects, it’s critical to get out of the frame, conceptually. We use so many resources and spend so much on ads, why wouldn’t we try to lay down those vital cultural connections if we could? And why do we have to stray from traditional formats to do this?