The dymanic duo that brought you the People Steal billboard — Mike Milardo and Bart Batchelor at the Vancouver office of Rethink — have flipped the script on the concept to create another breakthrough outdoor campaign.
Working for Vancouver’s Sculpture Biennale, the shop rolled-out a number of three-dimensional posters for the festival, using guerrilla tactics to spread the posters throughout the city. With a tagline like “Art that you can feel,” the idea to use 3D posters was a stroke of good creative thinking.
Here’s the twist, tho: The 3D posters also featured empty pedestals — the kind you use to display sculptures — so that passersby could leave something of their own (personal or found) on them. This, in essence, made people the artists, and what they left on top of the pedestals became their art.
According to Milardo:
Each of the 3D shelf posters had ‘Place Art Here’ printed on them. The idea was to offer up an interactive public gallery, one that people could change and interact with over time. It went up all over the city, but the main location was in a busy touristy area by the beach with a ton of foot traffic. People left all sorts of weird stuff – driftwood , shells, bottle caps, lighters, origami etc.
Remember the People Steal billboard, which allowed consumers to literally steal stuff off of the billboard. This campaign is kind of the opposite, innit? Instead of stealing, consumers are adding to the campaign.
All this talk about consumer-generated media has for the most part concentrated on video submissions. How great to see CGM used in an outdoor execution, and with such a smart and creative insight.
Is it any wonder that good guerrilla marketing is invariably a manifestation of experiential marketing? Kudos to you, guys. Keep doing that voodoo that you do so well.