It’s been awesome to see how more and more clients continue to embrace art as a way to connect with consumers.
Each month we partner with new clients eager to turn branding into art, and art into branding.
The growing popularity of artists like Banksy, Shepard Fairey, JR and Swoon has definitely given street art new meaning and mainstream appeal within our local landscape. Murals keep popping up with purpose— be it to beautify communities, inspire fans, engage children, and evolve perceptions. But what’s been equally exciting is to see that this cultural movement has inspired OOH strategies and proven that our industry is a responsive one. Brands who take a “more conservative” approach to advertising might have once categorized murals as outside of their consideration set, but that’s not the case anymore.
Our list of partners is rapidly expanding to include new CPG brands, financial institutions, health care corporations, esteemed museums, even the government (yes, we painted a campaign funded by the US Congress).
I’ve always wondered — Why can’t the [self-proclaimed] “conservative” advertiser connect with consumers through art? It’s good to see that more and more, we all agree that they can.
At this year OAAA conference, I witnessed this newfound mindset in its culmination when an entire seminar was dedicated to art and its role in the world of billboards.
A bold testament to the brush. Here’s to that!
And one more thing that I challenge you to think about when considering merging a brand’s message with art culture: The Marshall McLuhan Equation.
In Marshall McLuhan’s classic advertising work, Understanding Media, he states that,
In a culture like ours, long accustomed to splitting and dividing all things as a means of control, it is sometimes a bit of a shock to be reminded that, in operational and practical fact, the medium is the message […] It is the character of the medium that is its potency or effect - its message.
McLuhan tells us that a message is,
”the change of scale or pace or pattern that a new invention or innovation introduces into human affairs. […] When something changes its medium, it often becomes noticeable. And noticing change is the key.”
Jen is our VP of Creative Sales. She loves the Mac Attack slice at Vinny’s Pizzeria across the street and always starts her morning with Solange Knowles’ Losing you. (She kindly requests that you watch the music video if you haven’t already.)