Not the immediate past, but way back to the 70s, 80s and 90s to the Rent A Sign and CorpCom days when the importance and value of creativity was well understood and equally celebrated.
In this turbulent, get-real economy, the advantage goes to those who can out-imagine and out-create their competitors. The Out of Home advertising structure, whatever size and however well placed, is merely the facilitator, or canvas, for advertising messages and communication. In the words of the late advertising doyen himself, John Farquhar, "The strength of outdoor is the space it allows for the design idea and the way it dominates the landscape. The weakness, if one can call it that, is that the creative idea must crystallise the core idea of the brand in one simple design that can be grasped at a glance. To achieve this takes real talent."
Continental Outdoor looks forward to yet another year of outstanding, impactful and memorable Out of Home advertising and talent to be showcased at the Loeries in August in Durban this year.
Take a poignant walk down memory lane and view some of the best OOH creativity from the last century,
here.
The deadline for entries is Friday, 15 May. People still have ample time to enter their best of the best OOH campaigns. Click here to enter.