Advertising has undergone a transient change. Moreover, people are adopting mediums and methods which are a head turner in a span of seconds due to the immense decrease in attention span. Recent example is by critically acclaimed Hollywood movie, “Three Billboards Outside Ebbing, Missouri”, written and directed by London-born Martin McDonagh.
The movie is about using billboards to draw attention and get justice for the death of the protagonist’s daughter. Taking cue from that, the marketers are lobbying for the movie through billboards. From New York’s Times Square to tiny Sylva, North Carolina, where “Three Billboards” was filmed – billboards are cheerleading for the billboard movie. The attraction of big-canvas art design lures top talent to out of home media. The industry’s mini-campaign to applaud the billboard movie was generated by award-winning design agency Extra Credit Projects in Grand Rapids, Michigan.
Before the Golden Globes show on January 7, the billboard message in Sylva and elsewhere said: THIS BILLBOARD DESERVES AN AWARD. Afterwards, the message changed quickly to: FOUR GOLDEN GLOBES OUTSIDE HOLLYWOOD cleverly highlighting the award wins by the movie. This inventive method not only grabbed attention of on-lookers but also increased its chances to win more awards. The promotional campaign used the similar style of the all-caps graphics used in the film which was both simple and relevant to the movie.