Thanks to Melody Roberts, Owner | CCO of Out of Home Creative.
In any other circumstance finding out a billboard was vandalized would be upsetting, but after being asked to redesign it, I learned the same artwork had been running for ten years.
The media buyer who hired me wanted to show his client something more in line with their luxury rental property. He also shared the new artwork would strongly influence the likelihood of the client signing another long-term contract. Knowing this and that the client was already upset about the vandalized billboard, I requested to speak to the client directly to discuss how I could change the face of their OOH advertising.
During our discovery call, I learned the board was approximately two blocks away from the rental community in a desirable upscale area in Los Angeles’s San Fernando Valley. And the property boasts 56 acres of lushly landscaped grounds, waterfalls, volleyball courts, five tennis courts, four hot tubs, four swimming pools, and more. This information led to an open conversation with the marketing director on “selling a lifestyle” at their resort-like community instead of featuring the development’s exterior with an oversized logo.
After a decade of the same creative, I wanted to create something more memorable and fun to make people want to live in this vacation-like setting. We collaborated on how to bring this billboard to life with palm trees or an umbrella cocktail extending off the board, but then I found an image that embodied the lifestyle; a woman floating on a raft with a cocktail in hand, sun-kissed.
I wanted people to walk by and imagine them floating on that raft. The client loved the new idea but was unsure about using a cocktail in the visual, so I presented a similar image with the same proposed theme.
Talk to your clients. They may be more open than you think to something new… especially after ten years. If you have an annual contract, encourage your clients to change their vinyl twice to keep their brand fresh.
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