The opinions differ on these ads that have been put up for the Bay Area Red Cross. Some narrow minded people think the ads aren’t good at all, because they require initiative from the viewer. Yes, you’ve got to move your lazy ass to fit the image into the real world. However, that is exactly what the Red Cross wants you to do. Take action, come closer, see what could happen and give blood so they can help if it happens. You might think about that as well. You can’t expect them to actually set things on fire to show you why they need blood. I think these billboard trucks are great. If you come across them, you’ll come closer, you’ll want to make it fit, once you see that the picture is fitting in really nice with the city scenery. You’ll be ‘interacting’, be it on a lower level, and it’s something that sticks. Which is the entire point.
Pics by Jason DeFillippo
Via A/D Goodness
Na
March 19, 2007 at 2:06 am
I completely agree with your assessment on this campaign.
To me, first, the creative display technique is incredibly valuable and innovative, which is rarely seen in the Red Cross’s previous campaigns.
For its function value, the ads can definitely trigger interaction with viewers as you said when viewers spend sometime figuring out a fit position and at the same time might be amazed by the natural blending between the real city scenery and the man-created scenes. At the very moment, they might think about something unexpected that is hid behind the seemingly peaceful everyday life.
Coolz0r - Marketing Thoughts » Cloaked Bus Stop
May 10, 2007 at 2:11 am
[...] it requires the viewer to interact and move his/her lazy ass to make the picture fit, just like the campaign for the Red Cross did. I still think it’s pretty cool to look at, given the context, topic, target audience and [...]