If you joined us yesterday, you saw the evolution of the icon for our client's 40-year anniversary that is launching this week in Colorado. Here's the winning campaign icon; you can see how it was applied in the designs below.
For the mall displays, we decided to break the rules that suggest using 7-10 words on outdoor advertising. We didn't intend for viewers to read every word on the ad, but instead to walk away with an overall impression of how much St. Anthony does in partnership with its community.
Note that on the bottom of the display, you'll see a QR code. Viewers can use a smart phone app to scan the code, which takes them to a special 40-year animation (check back later this week to view the animation, or if you click to enlarge the ad you can scan it now). The print ad echoes this design and also features the QR code.
What do you think. Did we meet the goal?
As a part of the overall media buy, we like to use a client's facility to communicate, since it's a cost-effective way to reach people already interested in the organization. There are no media buy fees, and it reinforces the campaign message with the staff, who are important advocates. Similar interior banners on stands are located in the two main entrances of the hospital.