“Outdoor is not print – even if it’s printed on paper”

“Outdoor is not print – even if it’s printed on paper.”

-Robert Fleege

When I first read this sentence I didn't understand the  real meaning of it. But after I saw some creative billboards I realized that this successful advertiser is completely right. Even though the creative standards have taken a giant leap over the last  years there are still a lot of bad billboards being produced. Why is the creative so important? Mostly because hard earned profits are being wasted with bad creative not only in smaller cities but also in the most desirable markets where the mistakes are much costlier.  We all know that is hard to pay attention at billboards lately. They are so many, so common and we are just used with them. Nowadays, picking great locations and making sure the message is seen multiple times is important, but the audience does not see the media buy. They only see the creative, the simplicity, that great and smart idea depicted in a view or in some simple words. With billboards is harder to say all what you want because in this case there are constraints of space. You have to say a lot trough little. you have to choose the exactly right words and images in order to transmit the right message.Today’s audience is bombarded with messages and has made it the norm to tune out advertising.  Creative and simplicity may help you to stand out from the crowd. Creativity gets you noticed and give the audience a reason to pay attention.  If you don’t do something smart, creative and  worthy the audience won’t pay attention and certainly won’t care that you just wasted lots of money on a bad billboard. 

Below, I chose several creative billboards that, I believe, are able to stand out from the crowd and to transmit messages in a funny and interesting way.

 Maria Bogus