Teaching an old dog a new trick is difficult business. When it comes to advertising, the classic billboard is about as old a hound of the print breed that you'll find. Sometimes they move, wave, blind, use a lenticular lens, or countdown to grab out attention. But, more often than not it's creative (and often times provocative) messages that captures our attention best. Here's a great example of the "not" with a very unique twist.
Until now, we've never seen backlit electroluminescent billboards. Using patented low voltage electro luminescent Light Tape® lamps, Jeep has partnered up with Activision to promote the special edition Call of Duty Modern Warfare 3 (MW3) Wrangler and Wrangler Unlimited. It claims to be "the toughest in the world", or "any world" for that matter. However, at first glance, the imagery is generally unassuming and fairly bland in the flavor of your typical Jeep advertisement.
Then, after nightfall, the action begins.
Checkout this other billboard experiment by Gillette: http://theideagap.com/post/3490332397/multi-stage-billboard-experiment.
The Dozen is an eclectic take on innovation, branding, media, strategy and research, brought to you by the creative minds at Egg Strategy.
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