Yes, there is life out there on the Advertising planet. And it shows all its creativity, fantasy, at times unexpectedness and experimentation, even courage. But, poorly, there is no, or little, sign of Fashion brands when it comes to ranking the most creative and impactful outdoor ads. Maybe some Sportswear brand, easy to name, when it comes to guerrilla or viral marketing. But no fashion, Lifestyle, Apparel, Clothing brand at all.
Outdoor advertising still shows its impactness and power to communicate, and still represents a solid share of advertising spend. Billboards and similar, on high traffic and central spots, in key cities and locations, still stand for great advertising campaigns and brand messages.
I have attached some of the best outdoor ads from the last two semesters: a collage of billboards from various brands, most of which from the automotive or consumer goods industry, from electronics or telecommunications, and a few global sportswear brands, just to mention the one sportswear brand, it is obviously Nike.
What happened to Fashion brands? What happened to creativity, experimentation, innovation in communication and advertising with fashion brands? Is is simply that Fashion brands electively use other supports than outdoor, i.e. print, video, etc? Or is it that somehow global crisis hit hard on fantasy and braveness, on ability to strike impactful and take back the streets? Are we going flat, basic, boring, conservative?
Scrolling through the images I attached to this article, some might argue that the edgiest ones are rather guerrilla and viral street marketing cases, not properly outdoor meant in a traditional way. Fair enough. But not a valid counter-argument though: show me some great, cutting-edge, outstanding advertising, show me that there are brands that do stand out of the choir of monocord voices, showing their brand muscles (and brains...and hearts).
Because my theory is that somehow we got stuck in this whole crisis attitude: prudent, conservative, calm, rather than shocking, innovative, unexpected.
But what these brands (global brands, great brands) show, from their great outdoor campaigns, is that outdoor can be a great way to communicate your brand, and in the braid of voices arising from the chaotic streets of modern cities, there is only one way to be impactful: and is to Be Impactful.
Food for thought...
Yet another fashion blog