During a stroll through Boston yesterday, I stumbled upon a peculiar sight – a massive, gleaming mountain of Butterfingers right in the heart of Copley Square. What kind of sorcery is this? I wondered, gazing in astonishment at the enormous pile of crispy candy bars. A handful of people milled around, cautiously taking a bar or two. However, within moments, a swarm of children descended, gleefully stuffing their bags with armfuls of the treats. Naturally, I had to capture this spectacle:
Pawngo’s Butterfinger pile in Copley Square A closer look revealed that this wasn’t a miraculous act, but a clever marketing stunt by Pawngo, an online pawnshop and a seemingly big Giants fan. Their candy bar dig definitely adds a new layer to the word “bittersweet.” I have to admit, I couldn’t resist grabbing a few before moving on. Though Pawngo was new to me, they certainly made their presence known in a memorable and inventive way. A massive pile of Butterfingers in downtown Boston would be noteworthy on any given day, but the sly post-Super Bowl jab made this prank even more buzzworthy. Pawngo cleverly leveraged their environment (a Boston still reeling from a Patriots loss) to their advantage. This inspired me to look at other unique advertising campaigns that utilize setting and environment.
1. McDonald’s Seed Bombing
McDonald’s clever seed bomb ad Sean Click masterminded this recent McDonald’s seed bomb ad. It’s undeniably unique, transforming those dull freeway shoulders with vibrant splashes of color. But the true genius lies in Click’s consideration of location: the flowers are California Poppies, the state flower, which are illegal to pick. This means damaging this McDonald’s ad is a crime – ingenious! Seed bombing for advertising is a captivating and novel concept that deserves further exploration. It makes you wonder what it would be like if dandelions were Massachusetts’ state flower…
2. JobsinTown’s Strategically Placed Posters
JobsinTown’s poster ads, perfectly placed on the sides of washer/dryers Jobsintown.de, a German online job board, uses cleverly positioned posters to instantly grab your attention. These ads evoke a sense of childlike wonder, reminding us of youthful fantasies, imagining tiny people dispensing cash from ATMs and mischievous creatures pushing soda from vending machines.
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3. Domino’s Takes Reverse Graffiti to the Streets
Domino’s street and sidewalk grafiti ads Domino’s dabbled in reverse graffiti for this campaign. Detergent and water are used to wash over a strategically placed stencil, creating a striking contrast between the grimy street and the clean design. Environmentally friendly, original, and non-destructive!
4. Axe’s Emergency Exit Twist
Axe’s green emergency exit sign ads Axe proposes that the familiar white running man leading us to emergency exits isn’t fleeing a raging fire, but rather a pack of smitten women, driven wild by his Axe fragrance.
5. Milwaukee Rivers Get the Banksy Treatment
Milwaukee River Keeper’s creative waterway grafiti ad Graffiti is a powerful street art form, but legal concerns often deter companies from spray-painting their logos on buildings. However, the Milwaukee River Keeper organization came up with a brilliant solution, incorporating the waterway’s spouts as integral parts of a design that seamlessly connects the message to its physical context.
6. Open Wide for Oldtimer, Literally
Oldtimer’s mountainside rest stop ad, in Austria This ad for Oldtimer, an Austrian chain of motorway rest areas, strikes me as rather unnerving. I can’t help but feel it might even pose a safety risk. That being said, it’s a prime example of incorporating surroundings into advertising.
7. FedEx Trucks: Always Ahead of the Game
FedEx’s “Always First” truck ads FedEx’s brand identity heavily relies on its fleet of large white trucks. Recognizing their iconic status and potential as a marketing tool, FedEx uses them for innovative advertising. What are your thoughts on using environment to create impactful advertisements? How can we apply this creative approach to the online world?