Astral Out-of Home is waxing philosophical about all things creative around the campaign theme, “The eye of the beholder.”
The agency-targeting b2b campaign, which launched Monday and will run for the next two weeks, examines what it takes to come up with powerful creative and what gives it life.
The campaign is currently running on the Marketing and Infopresse websites. It’s comprised of video segments from We Exist Through The Eye of the Beholder, a film created by Astral that can be viewed at AstralOutOfHome.com.
The video captures dramatic scenes of Montreal shot with cameras perched high above the Jacques Cartier Bridge and amid the chaos of downtown’s Ste. Catherine Street pointing to the importance of context and the surrounding environment in the development of outdoor advertising.
These images are intercut with interviews with industry luminaries such as Andrew Simon, artists like Herman Kolgen and media personalities such as Mike Bullard. They share their thoughts (in English or French with English subtitles) on the development of out-of-home creative. They speak about topics such as “What attracts the eye?” and “Why is the eye of the beholder so important?”
“We wanted to look at creative from another angle,” said Nathalie Doré, vice-president of marketing and media creativity at Astral Out-of Home. “This is a creative way of looking at people on the street. In some cases, we hid the camera while filming people looking at billboards in order to record their reactions. The video enables us to capture the magic moment when people look at an ad…a look of surprise, amusement and questioning.”
