A proactive project to promote culture and community.
What happened?
A media company holds an annual competition. They select the best ideas for a good cause and give those ideas space on the streets.
My idea was to promote the Queensland Writers Festival.
In a previous year, they’d used Twitter to have a continuous story made of retweets. It had a fantastic community response.
I wondered if there was an opportunity here to build on that great idea.
The advertising medium of a billboard only allows for a very short message. Which is also an interesting creative writing experiment. Much like Hemmingway’s famous example…
“For sale: baby shoes, never worn.”
The idea
We would put 8 word stories submitted by the public on billboards to promote the upcoming Queensland Writers’ Festival.
To get the ball rolling; famous writers would submit their stories.
And then what happened?
I approached the Queensland Writer’s Festival and told them the pitch with my Account Executive and Junior in tow.
They loved it.
It was then sent to GOA for assessment. A selection panel of industry bigwigs and others agreed it was a rocking idea.
So it was a “go”.
It gets better.
There was huge and amazing public response.
And better still.
The project was awarded “Innovative use of Technology” by the Outdoor Media Association.
