The number and availability of digital technologies grows exponentially. The interactive opportunities grows with it all around the media and communication platforms. Although "classical", statical, poster-based outdoor advertising will always be influential, effective use of new technologies in communication campaigns requires more than just understanding technologies, tools and techniques.

1. Reinventing Outdoor
in Interactive Age
v 0.2 (beta)
Zigurds Zakis
http://ZZ.typepad.com
@zz_zigurds

2. Jarred Bell Circus Poster (1835)
more than 50 sq.feet

3. First Outdoor Electric Advertisement - May 1892
http://www. ickr.com/photos/businesshistory/1934664237/lightbox/

4. Heinz First Outdoor Advertisement (1896)
http://www. ickr.com/photos/businesshistory/1934700277/in/pool-389240@N24/lightbox/

5. http://www.flickr.com/photos/vivnsect/5277509407/
One-directional, static (not-dynamic/non-interactive) ads
for passive consumption

6. What’s changing?
1. Interactivity ● Dynamic vs. Static ● Digital AND Analogue ● On- and Off- line ●
2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●
3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●
4. Campaigns, not single acts

7. 5. Entertainment ● Superior Experiences ● Being rst to apply ● Gami cation ●
vs./and
6. Creating Value for Customers/Society
7. The Power of Poster. Back to the roots.

8. Iconic brands
1) Addresses acute contradiction in society;
...
5) Perform as activists, leading culture;
6) rely on breakthrough performances,
rather than consistent communication
Douglas Holt
“How Brand Become Icons: the Principles of Cultural Branding” (2005)

9. Let’s look on breakthrough performances of last 5 years:
Cannes Lions Outdoor Grand Prix 2007-2011

10. 2007

11. http://youtu.be/LFxCwSaFHOo
Net#Work BBDO, South Africa
Rebranding Nedbank (2006/07)

12. via: http://thisisnotadvertising.wordpress.com/tag/nedbank/

13. A part of much broader campaign of doing (vs. only telling) things
Creating advertising that makes a real difference
Rede ning what outdoor means to community

14. 2008
HBO Voyer (2007)
BBDO New York

16. Watcher Trailer
Voyeur On Demand
Teaser Trailer Watcher Film
Wall Screening Event Print
HBOVoyeur.com
Mobile Content
Online Banners
Go Cards Event Invitations Ancillary Websites

17. Superior entertainment value
Outstanding storytelling
Trans-media storytelling (Many entry points)
Outdoor ad (installation) in the center of all activities
Applications to different channels: translating, not copying

18. Evolving the idea:
HBO Cube (2009)
BBDO New York

19. 2009
The Zimbabwean (2008)
TBWAHuntLascaris

20. http://www.flickr.com/photos/trilliondollarcampaign/3421500990

21. http://www.flickr.com/photos/trilliondollarcampaign/3421500286

24. http://www.flickr.com/photos/trilliondollarcampaign

26. Using the power of poster
Unexpected
Simplicity
Adaptability to different formats

27. 2010
Diesel “Be Stupid”
by Anomaly (2009/2010)

33. Simplicity
Polarizing
Consistent

34. 2010

35. 2010
http://www.youtube.com/watch?v=iKDgYKSEN6M
Relevant to T.G.
Deep insight
Andes Beer “Teletransporter” Innovative
Del Campo Nazca Saatchi & Saatchi
Polarizing
Argentina
Rich storytelling
2009

36. 2010
Billboard Yourself (2009)
Almap BBDO (Brazil)
Cannes Lions 2010 Grand Prix in Print, few Golds
(my choice for Outdoor Grand Prix from shortlists)

37. Great insight
Customization
Interactivity
Linking print, outdoor and digital platforms
http://vimeo.com/17078558

38. 2011
Highly localized
Igniting fans community
Unique value to customers
Collaborative efforts
Alliance (JayZ-Bing-Maps)
Story/content that supplements book/original content

39. Miami Pool
At the Delano hotel launch event in South Beach, a page
dedicated to the lavish lifestyle of the hip-hop artist was
revealed at the bottom of the iconic pool and on towels
surrounding the lounge area.
via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

40. Times Square Billboard
A three-billboard stack revealing the bookʼs introductory pages
were released throughout the campaignʼs four-week period.
London Tube Station
Pages that highlighted Jay-Zʼs experiences
abroad were put in the cities where the events
happened. For instance, this page was found in
the London Underground.
via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

41. New Orleans Roof
A page dedicated to the Hurricane Katrina disaster
placed on a roof in downtown New Orleans.
via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

42. Jukebox
Jukeboxes all over New York City were used to
display pages about Jayʼs musical influences.
Black Shack Burger
Black Shack, a burger joint on Lexington Ave in
Manhattan, was the location of a page mentioning a
personal experience Jay had with Memphis Bleek and
bacon cheeseburgers. To bring the story to life, the
page was printed on the foil wrappers covering the
special order bacon cheeseburgers and given to fans
upon request.
via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

43. Gucci Jacket
Jay-Z stunned his fans by revealing a black leather Gucci for Decoded
jacket. The masterfully stitched page handcrafted by Gucci's lead
creative, Frida Giannini, is custom-tailored to Jay-Z's measurements and
holds song lyrics mentioning the Italian clothing icon.
via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

44. GLEASONʼS GYM
The pages found in a famous boxing gym in Brooklyn called
Gleasonʼs highlighted Jayʼs love for the sport.
Plexi
A clear, freestanding page made of Plexiglas,
overlooking the downtown NYC skyline was
located on the Brooklyn piers in Red Hook. One
of the more meaningful pages, it holds content
about the potential of hip-hop and where itʼs
headed in the future.
via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

45. The Spotted Pig
These pages were dropped in one of Jay-Z's very own business
ventures. The Spotted Pig, known for its cozy atmosphere and
cool memorabilia, was used in a variety of different mediums to
celebrate the book's content. Pages were found on tablecloths
and mirrors highlighting Jay-Z's personal experiences dining
with the world's most influential people.
via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

46. Pool Table
This custom pool table was designed
specifically for the campaign and was
placed in the 40/40 Club in New York
City. The page is all about the hustle of
the hip-hop world and how it translates
into other parts of life, in this case, a
game of pool.
Cadillac
Jay-Z shook the borough of Queens with his pages
dedicated to Run DMC, the hip-hop legend of Hollis. A
1982 vintage Cadillac Seville, decked out in pages 8 & 9,
was showcased as a tribute to the hip-hop OGs on their
very own Run DMC Way. The book content included
various Run DMC and Cadillac references and covered
the car from trunk to hood in recognition of the influence
that the hip-hop foreman had on Jay-Z's music.
via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

47. Basketball Backboard
This page was created as a basketball
backboard in his old neighborhood near the
Marcy Projects. The pages hold the song lyrics
to "Where I'm From," a dedication to the
unforgiving lifestyle of the thug in the streets of
Bed-Stuy Brooklyn.
Plaque
A bronze plaque, molded with the content of
the first two pages of the book, was placed
adjacent to the housing projects Jay-Z grew up
in. The content poetically details the scene of
his childhood: the rap battles, the playgrounds,
the crowded streets.
via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

48. Fireplace and Escalator
The lyrics to “Lucifer” were revealed at two interesting
locations. The first page-spread was situated in front of a
fireplace at the Royalton Hotel. Flames from behind the
clear, freestanding page brought the content to life while
symbolizing the internal struggle between good and evil.
The second “Lucifer” spread was found at the famous
escalator in the Hudson Hotel lobby, where visitors
traveling up and down experienced the song's metaphor
firsthand.
via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

49. Nets Jersey and Banner
A custom Nets jersey, complete with the content of page 86,
was hung with the famous sports memorabilia lining the walls of
the 40/40 Club. In the same week, a banner embroidered with
the content of pages 142-143 was placed in the rafters of the
Netsʼ very own Prudential Center. The pages alluded to Jay-Z's
love of basketball, investment in the Nets, and the
commonalities between sports and the hustle of the hiphop
game.
via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

50. Newspaper
Two pages dedicated to the mourning of rappers
Notorious BIG and Tupac were found at
newspaper stands in their respective east and
west coast cities, New York and Los Angeles.
Counterfeit Book
A page mentioning Jay-Z's frustrations with
music bootleggers was found in the form of a
counterfeit book distributed by a street vendor
near Canal Street in Manhattan.
via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

51. Bike
A page mentioning Jay-Z's early childhood bike riding
experiences was showcased on a custom bike in a
shop located near his old neighborhood in Brooklyn.
Apollo Theater
A page was revealed on the stage curtain of the Apollo
Theater on Amateur Night. The content was a tribute to
the iconic theater and the historic Harlem neighborhood it
represents.

52. Records
Each chapter title page was printed as a record
cover and placed in record stores around NYC.
Guitar
This guitar, found in a local music store in
NYC, hosts song lyrics referencing music
influences outside the bounds of traditional
hip-hop.
via Fast Company: http://www.fastcompany.com/pics/jay-z-decoded-32-pages-revealed

53. 1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●
2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●
3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●
4. Campaigns, not single acts
5. Entertainment ● Superior Experiences ● Being rst to apply ● Gami cation ●
6. Creating Value for Customers/Society, not technology itself
7. The Power of Poster. Back to the roots.

56. M&C Saatchi for Conservatives
1997

57. Official
Expression of individual top artists
Printed. Available for purchase.
Grassroots and individual acts of support

58. 1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●
2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●
3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●
4. Campaigns, not single acts
5. Entertainment ● Superior Experiences ● Being rst to apply ● Gami cation ●
6. Creating Value for Customers/Society, not technology itself
7. The Power of Poster. Back to the roots.

59. “Lightbulb”, The Economist
AMV BBDO
2004

60. McDonalds “Breakfast Menu”
LEO BURNETT USA,
Cannes Lions Silver, 2007

61. Nikon D700, Seoul, 2009
Cheil Worldwide, KOREA

62. Hyper Island http://vimeo.com/18499643
(For Diesel?)
2011

63. VW. Winter discounts. Proposal valid until outdoor sinks.
VW by DDB Stockholm
2011
Grand Prix @ EuroBest 2011

64. 1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●
2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●
3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●
4. Campaigns, not single acts
5. Entertainment ● Superior Experiences ● Being rst to apply ● Gami cation ●
6. Creating Value for Customers/Society, not technology itself
7. The Power of Poster. Back to the roots.

65. Pick & Play, McDonalds
DDB Stockholm,
2011

66. To create extra fun
To create extra reason to visit McDonalds

67. http://vimeo.com/27253192

68. Recognized guest artists and people’s combined effort
Interactive
Real-time

69. Installation that depended on people’s engagement
Nokia’s navigation service integrated
Interacting with the campaign = interacted with the product.
Trial and increased use
Nokia, London 2010
by FarFar

70. “We’ve had this tracker for about three years, but we felt it was time for a coming out party,”
Russell Weiner, Domino’s chief marketing officer
Taking transparency to new levels
Allowing customers to post their unvarnished reviews
Real-time
linked to Domino’s Pizza Tracker

71. Predict the headlines for the following day's news.
Submit via Facebook, Twitter, Mxit (South Africa) and QQ (China) to over 50 of the
top Nike World Cup athletes from around the world.
Up to 100 messages per night displayed
Share the headlines
Nike “Write the Future. Write the Headline”
Summer 2010, W+K Amsterdam
global / Johannesburg
http://theinspirationroom.com/daily/2010/nike-write-the-headline-in-johannesburg/

72. 1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●
2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●
3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●
4. Campaigns, not single acts
5. Entertainment ● Superior Experiences ● Being rst to apply ● Gami cation ●
6. Creating Value for Customers/Society, not technology itself
7. The Power of Poster. Back to the roots.

73. Forever21
New York City, Time Square
Summer 2010

74. Fun. Unexpected.
Smart, creative use of emerging technology
Real-time
Smart usage of context of the place
Involves everybody. Simulated “interactivity”
Stimulates sharing (Viral potential)
Related to retail site

75. 1. Interactivity ● Dynamic vs. Static ● Digital AND analogue ● On- and Off- line ●
2. Participation ● Involvement ● Open-platforms ● Creating ideas ● Evolving ideas ● Sharing ●
3. Storytelling ● A part OR center of distributed storytelling ● Stories behind the idea ●
4. Campaigns, not single acts
5. Entertainment ● Superior Experiences ● Being rst to apply ● Gami cation ●
6. Creating Value for Customers/Society, not just using technology itself
7. The Power of Poster. Back to the roots.

76. It’s what you do that matters,
not what you say.
Starbucks
BBDO NY, 2010

78. It’s always about story
Tropicana “Natural Energy”
DDB Paris, 2011 http://vimeo.com/22311414

79. MINI’s Christmas Box, by UbachsWisbrun/JWT
Silver, Cannes Lions 2010
The message; only €99 per month Breaking rules works too :)
via http://www.amsterdamadblog.com

80. Tools, techniques and technologies,
new and old,
1. Interactivity & Participation 8. Augmented Reality
2. Social Networks & Location 9. Gesture and touch-screens
3. Customization & Personalization 10. Face Recognition
4. Connectivity: Broadband/ Mobile 11. QR codes
5. Real-Time 12. 3D
6. Screens & Projections
7. Competitions and Games etc etc etc
are coming and going

81. Great interactive outdoor campaigns
are not about technology -
what technology does / can do is never-ending race
- they are about creating value to customer, group, society
what is key insight?
how do we create value and/or experience to them?
how do we link brand with their lives?
how can we involve them?

82. One of main rules in creating great outdoor campaigns.
In 2012 - let’s try, let’s fail forward and let’s succeed
in making Riga outdoors more attractive

83. BLOG:
http://zz.typepad.com
TWITTER:
@zz_zigurds
MY PRESENTATIONS:
http://www.slideshare.net/zz_zigurds