To maximize impact of out-of-home efforts, I developed a billboard concept that used the environment in Chicago to my client’s advantage.

 

Created during Chicago’s coldest winter, the campaign featured a billboard exhorting passerby to kick off their shoes and come to Arizona. The catch: two 400 lb. flip flops were positioned directly below the model on the ad, crushing two cars in the parking lot. In addition, street teams handed out flip flop luggage tags and information on booking a getaway.

 

The result: widespread local media attention, including coverage on all the major nightly newscasts, social media shares in 140 countries, and national coverage of Arizona’s efforts in AdWeek, Mashable and others, maximizing the media spend.