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. We had previously looked at Pure Rock Studios Billboard Campaign and Melody Roberts of Out of Home Creative.

From Richard and Todd:

Toby Keith Memorial Billboard by Craig Stevens of Link Media Outdoor

It’s tempting to overload your billboard advertising with too much. Too many words. Too many people. Too many images with too many people. Too many points of contact. All in an effort to subdue your fears. Fears that your customers won’t know how to find you. Or worse yet, they won’t care to, if all of your sh*t isn’t there on the billboard to pick apart. Not Craig Stevens. And not Link Media Outdoor. Hold their beer.

“But, Toby Keith was an icon!” you might say. Or “Everyone knew about ‘Red Solo Cup’!” It only works because his brand, or image already had broad appeal. The hard work of brand-building was done—and it’s easy to follow that train of thought to this conclusion. But it’s misleading. Any business, with any arresting image, in any market could make an indelible impact—like this. Assuming of course, you’ve got a talent like Craig Stevens on your side.

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