Thursday, August 14, 2014

Art Everywhere Takes Over A Billboard Near You

Look up at a billboard this month and you may be surprised by what you see - marketers are being replaced by masterpieces.

The Art Everywhere campaign is a cool idea that's temporarily repurposing 50,000 annoying, noisy outdoor ads with classic works of art.  The project is a collaboration with the Outdoor Advertising Association of America and the Art Institute of Chicago, the Dallas Museum of Art, the Los Angeles County Museum of Art, the National Gallery in Washington, D.C., and the Whitney Museum in New York.

I love the idea of placing a work of art where one might expect to find an ad because the element of surprise should help to capture people's attention in the future.  It's especially better than the ads for ads that are typically placed on unused inventory.  

But I think the Art Everywhere campaign could be improved if the art was an even greater focal point.  In some cases, the works of art only comprise two-thirds of the space; therefore, they wind up looking not very different than any other billboard - featuring a (perhaps) unfamiliar image and a few words of too-small-to-read copy. 

While I understand that this campaign isn't completely about filling America's galleries (the ad association wants to show off its technology), I believe a different execution, particularly on the billboards, could have been more captivating and still prove better results for the advertisers and media companies.

As always, I'd love to hear your thoughts on this topic and any other interesting marketing-related musings.

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