Advertising changes the face of downtown

Ad Junkies: Welcome to Columbus, OH

You’re likely thinking one of the above:

• Republicans
• Cows
• Rabid OSU fans with garishly painted faces
• The Arnold Classic

But, nay, young advertiser, nay. There is more to this city I call home:

• Five significant advertising & web agencies and 50+ smaller shops.
• Four national sports teams, a Big 10 college, and several Fortune 500 retailers.
• 15 distinct city neighborhoods.
• Plus, a downtown crowded with artists, students, marketers, and other creative types.

And, we are in the midst of a city-wide obsession with dimensional outdoor – beer, apartments, local spots teams, they can’t wait to climb up the side of a building. Check out the latest building + parking lot take-over across from Nationwide’s global HQ:

Part of the “life comes at you fast” campaign (that will not die), the billboard features a can of housepaint thats spill is so fierce it covers an entire parking lot. (Yes, one could question how insurance would get involved in that little whoops, but, hey, this campaign has been going on for four years – how many fresh, relevant ideas could possibly remain?)

And, some other recent installations:

   

These locations are brokered by Orange Barrel Media. A company that is genuinely changing the face of downtown. The sight-line has been reinvented from ranging dirty brick to every manner of ad message. The mayor is even calling “Times Square” the inspiration for downtown development.

I have mixed feelings about living in this modern interpretation of the company town. Questions ranging from – Do we have a responsibility to protect some urban living from commercialism to have we created so much noise that no one sees / hears anything? But one thing I do love is the interest in advertising that the mammoth installations have sparked. Out-of-industry types – even the Joe Recliners we talk to in focus groups – are buzzing about these ads. They love the creativity, the scale, the “push” of the design.

It’s fun. And, uniquely urban. In a landscape that would love to “own” both.

Much like CGC, this new cross-over of urban “art” and advertising has created an entry point to our industry – one that makes consumers feel like part of it (instead of the target of it.) Makes me want to send in a jingle to Jello or tear a recipe from a SPAM label…

Comments

[David Hunegnaw]

I think what Pete is doing with Orange Barrel Media is (mostly) great work! I especially love the recent Nationwide installation on High Street. We even blogged about it on our site http://blog.domedia.com.

Also, glad to see you're blogging again.

[Mack Collier]

Leigh love the look of AdverGirl now, very clean and hip!