The Art of Outdoor: Medium of the Future
Mark Tutssel, Leo Burnett Worldwide’s chief creative officer, presented the creative keynote at Ad Club New York’s eighth annual Out-of-Home:NOW 2015 Conference.
Tutssel’s presentation, “The Art of Outdoor: Medium of the Future,” explores how in today’s high-tech, mobile-driven world, the oldest form of outdoor information exchange, the poster, has become a medium of the future.
In addition, Tutssel weighs in on current trends in the out-of-home industry in this Q&A published on Ad Club Insider.
What needs to happen for OOH to align with the overall digital landscape? And with other media? Outdoor advertising remains one of the purest forms of communication. Nevertheless, OOH fits into a larger picture of what an organization is trying to communicate and who they are trying to reach. New technologies have resulted in a more seamless, integrated experience between OOH and other media. It’s easier than ever to connect the message on a billboard to a call-to-action, whether it’s finding the right product site or participating in a massive movement. It boils down to the big, creative idea and the strategic implementation with the right technology for the best user experience across all platforms.
How do marketers make the most of OOH media? Is there a perfect storm of events/issues/circumstances when OOH is most effective? When it comes to OOH, we’ve been seeing an increase in the brilliant alchemy of creativity and technology. Marketers have leveraged the latest technologies and transformed one of the oldest forms of advertising to a medium of the future. However, the most important thing to remember is that nothing has really changed when it comes to the measure of effectiveness. Great effect comes from a great idea. What technology brings to the table is the ability to create interaction in fresh, new ways to turn this form of communication into one of the most modern, persuasive canvases we have available to us. Out-of-home is a creative canvas that calls for distillation, pure reduction. It demands potent graphic language and pure simplicity. It creates visual drama that results in maximum meaning using minimum means. Distillation is the key that unlocks the door. The message must open up inside our minds, not on the space in which it appears.
In 1996, Leo Burnett London observed a simple human behavior — children pointing to airplanes flying overhead in the skies — and created an outdoor campaign for United Airlines that is contextually relevant in that environment. Fast-forward to 2014 and British Airways leveraged the technology of real-time data tracking to transform a 2-D poster into a modern, real-time interactive billboard, “The Magic of Flying," that captivated audiences worldwide. These two cases demonstrate the evolution of outdoor advertising rooted in the power and potency of an idea.
As technology propels us further down this supercharged highway, out-of-home will become a creative canvas second to none. It is one of infinite possibilities to create a “theater of the streets."
Are there any non-traditional places we are seeing OOH that have not been common in the past? Samsung’s “Safety Truck” is one of the most awarded ideas in 2015 and is the best modern-day idea for out-of-home for a good reason. This highly innovative concept is a game-changer for out-of-home and the rest of the industry: creativity coupled with technological ingenuity that will change the way people drive, making highways safer and, ultimately, save lives. “Safety Truck” pushed the boundaries of what out-of-home is capable of not only in effective communications, but also in product innovation for brands.
Scroll through the images at the top of the page to see highlights from Tutssel’s presentation.