Rate This Board By Out of Home Creative

Rate This Board allows a billboard designer to rate a random piece of billboard artwork using the following scale: not good, below average, average, very good or great. Then the designer talks about what they may have done differently for outdoor advertising. This week’s rating is provided by Melody Roberts, an OBIE nominated billboard designer and founder of Out of Home Creative, an outdoor advertising design firm specializing in out of home design for businesses, agencies, media buyers and out of home companies. Melody has been in the outdoor industry since 1999.

Rapala

Rating: Great

  • “Cats” is an oldie but goodie. When Billboard Insider asked me to rate this billboard, I knew immediately this was part of a tease and reveal campaign from more than a decade ago. In order to appreciate this advertisement, it is important to look at all four visual states from the campaign.
  • The first billboard featured only Rapala’s logo and product. A few days later, cats started appearing around the billboard and over the next couple of days, more cats appeared until the top of the billboard and catwalk (no punt intended) were littered with cats.

  • The use of 3D props brings to life this simple and effective brander and turned it into an iconic/memorable marketing campaign.
  • The implied meaning of this tease and reveal billboard advertising is fantastic; Rapala’s fishing lures are so effective that even cats are drawn to them.
  • In my experience, tease and reveals are often overlooked but have found their way back to out of home through digital more than static. I have used this campaign to educate clients new to outdoor advertising as an example of how to effectively execute a tease and reveal.
  • Here is a way to use creative to boost your sales: tease and reveals are a great way to keep an advertisement fresh and the client doesn’t have to use props if it’s not in the budget. If you can identify a client who would benefit from a tease and reveal, it can be cost effective by switching out vinyl’s or more simply designing your advertisement to have a snipe area that continues to change until the advertiser or product is revealed.

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One Comment

  1. I like the progressive steps. It keeps the billboard fresh and passers by engaged.