A few weeks ago, we ran a story on an eye-catching, 3-D billboard created for Nature's Own bread company. We found the STAND-OUT medium so intriguing that we reached out to Lamar Advertising to learn more.
We were fortunate enough to have a few questions answered by Mendi Robinson, the Creative Director for Lamar Advertising Company.
Q: Who comes up with the idea to go 3-D (so to speak) on each of these billboards? Is it a package that you offer or are there specific agencies you work with to generate and conceive this particular style of advertisement?
Mendi: That differs from project to project. Sometimes the client brings the idea to us, and sometimes we bring the idea to them. There are no set packages; each job is customized based on the campaign. When the idea originates at Lamar, we have a 3-D team that meets daily to discuss and quote new ideas. Then, they see each job through from concept to completion.
Q: How has the response been?
Mendi: The response has been great! The Raising Cane's smoking billboard definitely attracted even MORE attention than a regular billboard. We've received a ton of calls and even a good samaritan that stopped by the Lamar headquarters in Baton Rouge, LA to let us know that our billboard was on fire!
Q: How long does it take to make a billboard like this? Does your company handle all aspects of its deployment?
Mendi: Typically, once a design for a billboard has been completed, the printing and posting process takes about one week. The Raising Cane's billboard did have a couple of extra elements such as extensions (the area that goes beyond the boundary of the board) and a fog machine to give the smoke effect. The client's design firm in Dallas handled the creation of the artwork, and Lamar executed their idea by having it printed, having the extensions made, ordering a fog machine, and making it all come together 50 feet in the air.
Q: Was there an inspiration for this kind of billboard? Where did the idea come from?
Mendi: I believe the inspiration is stemming from our clients always vying for someone's attention. Our mission is to help our customers STAND OUT. Out-of-Home is the perfect medium to do that. Advertisers are discovering that our medium can do things creatively that other media cannot. If you can dream up a creative idea, we can usually make it happen. We welcome the challenge.
Q: What kind of companies would you recommend these types of billboards to?
Mendi: I would recommend these billboards to almost anyone. We have seen them executed successfully across various industries. You can check out some examples of our work on our website. In addition to fog and 3-D, we've also had clients incorporate pole wraps, inflatables, and everyday objects.
Thank you, Mendi. The billboards that Lamar Advertising creates are almost impossible to ignore and not only that, they're so unique that you hardly notice you're looking at an ad. Well done.
