Ads without borders

For 5 days last month, #MarchForGiants reminded at least 25,000 of us about the plight of elephants.

A 2,500 strong digital herd, created by brands and people, marched across billboards around the world, from Hong Kong to London and New York via Birmingham and Manchester.

It linked outdoor ads globally. No campaign has ever done this before. It’s the start of the outdoor web, the web jumping into our periphery vision, connecting us when we are out and about, above and beyond our pocketed phones..

During their digital trek, adult elephants wore corporate sponsors’ logos, while their babies sported the name and chosen colour of people who’d donated a £5/$6. Brands and people shared ‘their’ elephants on websites or social networks.

Elephant march

You might say that the elephants were just 2,500 corporate/personal brand vehicles, that  impact weighed against need was minimal. But let’s not be cynical. It’s a win win. Brands and, increasingly, people, like free/cheap exposure, elephants like marching.

I hope this new form of connected, user-generated outdoor ad, will see the ethical slant as part and parcel of it’s success. With all the water, food and fuel ‘elephants in the room’ just about to blow their trumps, this kind of a borderless approach to communication and action is what’s called for, urgently.

More about the march.

See how and why we should make More Space for Giants .

One a side note, I was inspired to draw some elephants and sell the prints to support the their cause.

Elephants etsy

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Toucans of affection

Toucans are one of the most punnable species. No wonder Guinness trial of  “zoo” mascots in 1930s found that the toucan took off, scoring high above the ostriches and tortoises…

Guiness zootoucan_2

Just take one topic, e.g.  ‘Valentine’s Day’: ‘toucan of my affection’, ‘love toucan’, ‘not just a toucan gesture’,  ‘toucan play that game’, ‘toucans take to tango’, ‘a romantic evening for toucans is toucans of Guinness and a packet of…’

And so this colourful cousin of the woodpecker (yes indeed, you’d be forgiven for assuming them to be the Barbara Streisands of the Parrot family) shot to fame thanks to a serendipitous grammatical coincidence of one of the most useful numbers +  the #1 bestseller of the verb world…They came on my radar lately thanks to this one:

14_wolfgang-tillmans-tukan-2010

It’s by German artist Wolfgang Tillmans, whose exhibition at the Tate Modern opens today. Tillmans calls his works ‘images’ and not photographs. The ‘image’ is a careful composition of choices.  Wolgang has cited colour as one of the areas of ‘choice’ over which the photographer, like a painter, has jurisdiction…

Read more about this photograph