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Three billboards, the latest form of self-expression
Date: March 07, 2018
The film Three Billboards outside Ebbing, Missouri has inspired a boom in billboard rental.
Three billboards calling for gun control appeared in Miami after the Parkland high school shooting Jesus Aranguren/AVAAZ
Social media might be noisy but if you have an important message to impart, you’d better find a billboard. Martin McDonagh has a lot to answer for — his film Three Billboards outside Ebbing, Missouri has inspired a boom in billboard rental. Simple conversation appears to have failed us, but hiring a billboard for a week starts at £300, so you had better be committed to your message.
At its best, as in McDonagh’s film, this form of self-expression is a way to reach a wide audience, thrusting your message into their personal space so they can’t ignore it.
There are the big-impact political campaigns asking for Justice for Grenfell Tower victims and gun control in Miami. And today Ollie Olanipekun, co-founder of East London creative agency Superimpose Studio, will unveil anti-Brexit billboards in London and across the UK reading “SWINDLED. It’s not too late to fix Brexit”. They’re illustrated with a picture of a juicy burger next to a shrunken one, to show how much worse off he thinks we will be if we leave the EU. In a display of millennial resourcefulness, Olanipekun funded and arranged the campaign himself.
Billboards don’t have to be political. Touchingly, McDonagh has been rewarded with his own display in his father’s hometown of Lettermullan, County Galway. They congratulate the “big Hollywood star”.
Of course, the billboard is vulnerable to more embarrassing displays. Step forward Alexis Ohanian. Serena Williams’s husband wished her good luck on returning to work after maternity leave by placing four images of their daughter with the caption “greatest momma of all time” along a road in California.
Olanipekun’s billboards link up to a social media campaign, because Twitter isn’t over yet. The billboard campaign revitalises it — it’s a potent blend of old and new mediums and you’d better get on board.
via 2018 Standard
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