Billboard Insider recently checked back in with Michael G.D. Scheid, of IMAGE MEDIA OUTDOOR in Chicago, IL. Here’s an update on some special creative executions you may have spotted around Chicago this summer:

IMAGE MEDIA has posted some Outstanding Extensions Creative this Summer. These embellishments offer unique creative opportunities that grab the attention of drivers beyond a standard static vinyl bulletin display and really Wow them. Creative Agencies love the ability break the plane of the Top and Sides, and occasionally advertise on the Apron of Bulletin and wall structures engaging with consumers. 

The most common extensions are 2D vinyl wrapped around wood that is then constructed and mounted in place above the top of the sign structure after the main bulletin vinyl has been stretched. This is often the top of a person’s head, roof of a house, or Text free form cut outs. Angry Birds Movie”, “Dell” and the Ghostbusters Movie” are great examples of 2D extensions use with the feathers and unique shapes above the top and side of the bulletins.

Occasionally 3D Props are used protruding off the face of the bulletin, a nose, tongue, 3D Arrow piercing a tire etc. The 2D and 3D creative options are endless and extensions are often a good way to catch attention or engage deeper. Bridgestone Tires 2016 Summer Olympics creative consists of 2 adjacent bulletins and several extensions 2D and 3D to create the below engaging scenes. An Olympic Ring branded Archer, with a 2D top of head extension shoots, a 3D arrow 500’ landing in a 2D Tire extension on the second adjacent bulletin. ATOMIC PROPS designed a large yet light weight arrow and bracket that IMAGE MEDIA then mounted to the rear of the second bulletin to ensure the arrow extension would hold up against wind load and the elements.

Here is a flyover video of the Bridgestone boards.

Chicagoland and the industry in general continue to see extensions be used throughout the market place. Check local regulations, and always exercise high levels of safety taking into account engineering, wind load, enforcement of codes, and additional safety measures, site selection etc. when executing extensions for clients.

Creativity and “Outside-the-Box” work has always been a major component of the Outdoor Industry. Contact IMAGE MEDIA Chicago: Mike@ImageOutdoor.com or via www.IMAGEOUTDOOR.com

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