Responses by Extra Credit Projects
Background: For Veterans Day 2018, we partnered with the Outdoor Advertising Association of America (OAAA) to create a campaign that honored veterans in a big way. The campaign adorned the nation’s landscape with military service ribbons on digital billboards from coast to coast. The target audience was veterans, military personnel and the general public.
Reasoning: The billboards use actual military service ribbons, and while the physical ribbon may be small, the value it holds is huge. By taking the simple form—a shape that already mimics the traditional billboard format—and making it larger than life, these designs honor all service members and their families.
Challenges: Our challenge is always to create something unique, memorable and new for this holiday that comes every year. We’re honored that we have partners that see our passion and have the means to help us spread it through their network.
Favorite details: Our team was inspired by the vivid colors, deep meanings and simplistic designs of these ribbons. We also loved the fact that the original forms didn’t need to be altered to be able to utilize this concept. Additionally, this campaign employs the most basic creative rule of billboard advertising, which is to make something small really big.
Time constraints: While we had the concept going in with plenty of time for Veterans Day, we did restrict ourselves to delivering only the five ribbons pictured. We had many conversations about expanding and creating designs specific to each branch. But between time constraints and keeping the integrity of simplicity, we were satisfied with where we landed.
Anything new: When it comes to projects like this, it’s always a learning experience. In this case, we really explored the meaning of Veterans Day, and what these ribbons represent. We wanted to be sure to pick those ribbons that had a universal representation of military service, didn’t feel too specific, and of course, that would look great at 48-feet wide.