On its face, billboard advertising is fairly simple. There are a handful of “rules” that when applied correctly and consistently, will yield good results. Saying that, however, is deceptive. Chess is also a fairly simple game to learn, but it can take a lifetime to master.
This is the reason so many advertisers struggle to create memorable campaigns, and that’s a crucial element of successful advertising. If people don’t remember and talk about your work, then it doesn’t matter that you got everything else right. That’s why advertisers are always looking for some new and inventive way to hook readers/viewers in.
Recently Ray-Ban, makers of the iconic line of sunglasses, hit upon a clever way of doing just that; of making an unforgettable ad campaign.
Their methodology was almost shockingly simple. Rather than advertising on a traditional billboard, they advertised on the top of a bus stop. By placing the image of a pair of sunglasses on the roof of the bus stop shelter, as the sun shines down on it, it casts a shadow on the ground in the form of a pair of sunglasses, complete with the word “Ray-Bans” beneath them.
That’s it. That’s the entire ad. It is simplicity itself, but by focusing on presentation, it created an extraordinarily memorable campaign that’s driving sales and prompting a conversation on a variety of social media channels to this day.
That’s brilliant, and even better, creative use of shadows in advertising isn’t limited to sunglasses manufacturers. It can be used by just about any business, no matter what you’re selling.
If you’re struggling to come up with a clear, creative idea for your next campaign, we can help with that. Just give us a call at 770-391-8528 and let us help make your next campaign one for the books!