Our friends from Up to Something, Richard Molinaro and Todd Turner did a great job with the Indie Impact Awards and we want to take some time to get their thoughts on what to think about if you want to design a winner.

From Richard and Todd:

Each winning billboard design offered an exciting way of solving an old problem.

Each out of home execution provided imaginative ways of inspiring clients and consumers alike.

Each winner broke the rectangle and all expectations for what a billboard “should” look like.

Here’s why we think they won. And why we think everyone in billboard design and the out of home industry, as a whole, ought to take notice and push harder.

Pure Rock Studios Billboard Campaign by Curtis Jepsen and Travis Hersleff of Reagan Outdoor

How often are you seeing illustrations in billboard campaigns? Let me back up, HOW OFTEN ARE YOU SEEING BILLBOARD CAMPAIGNS at all? That is, multiple designs within the framework of one idea. Sure, there are killer one-shots, one-offs, and statement billboards, but an entire campaign that utilizes imagery, style, and writing tone in service of one rocking concept—that’s turning the volume up to 11. This campaign does what advertising should do and dials it up with an idea and execution that should be commonplace in our industry.

Buuut, as media operators and creative departments working within the industry, we’re far too timid when it comes to campaigns. Many, often taking a single-unit contract in favor of making any kind of sale for short-term gains, when they ought to be going long-term on multiple units. You’re partners in advertising, not space hawkers.

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