How can traditional media be transformed by experiential marketing tactics? Take a peep at this billboard. Created by the dynamic duo at TBWA/Vancouver — copy writer Michael Milardo and art director Bart Batchelor — this billboard is as experiential as it gets.
Forget that giant MTV billboard in Times Square or even that Adidas board in Japan where two guys played soccer suspended by bungee chords. This billboard gets interactive with consumers in a very unique way — it makes them steal. That’s right: larceny. Created for client Black Tower Home Security, the billboard was debuted covered with a bunch of stuff — mirrors, slippers, pillows and picture frames — that were easily removed by passersby (the billboard was uniquely low to the street).
After less than 48 hours, enough people stole the stuff to reveal the message hidden underneath: "People steal." With an execution this good, it’s a matter of time before media creatives will be stealing this idea instead.