Fun and physical
The built environment can offer new scope for advertisers. Yes there’s the standard 6 sheet, but there’s also an opportunity to own a unique public space and play with unsuspecting commuters as they pass by.
In collaboration with the ‘Bowie Is’ exhibition Spotify transformed a New York Subway station into a large-scale photographic installation and interactive display celebrating the music legend. The centrepiece, created by Italian studio Truly Design, was an image stretched across 30 metal L beams. Each display is accompanied by a code linking to a different Spotify playlist. Spotify also created limited edition Metro cards.
To promote the new MINI Connected Features, which includes real-time traffic information, MINI and Serviceplan Berlin used their out of home ad space to create city shortcuts. Stairs, ladders and secret doors revealed new faster routes through Berlin and illustrated MINI’s features in a fun and interactive way.
To highlight the damaging effect of smoking on the lungs, Cancer Research UK and AMV BBDO London devised an outdoor poster that was also a breath test. A simple message explained ‘the longer you can blow, the more of this message you'll be able to read’. Taking this simple test into a public place helped to get people re-engaged with a lifesaving message.