Home Depot Outdoor MANHATTAN DIRECTIONAL by The Richards Group

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Industry Retail, Distribution & Rental companies
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency The Richards Group
Creative Director Gary Gibson
Art Director Mike Washlesky
Copywriter Bennett Holloway
Account Supervisor Diane Fannon
Released August 2009

Credits & Description

Category: Ambient: Special Build
Advertiser: THE HOME DEPOT
Product/Service: RETAIL STORE
Creative Director: Gary Gibson
Copywriter: Bennett Holloway
Art Director: Mike Washlesky
Account Supervisor: Diane Fannon
Date of First Appearance: Aug 7 2009 12:00AM
Entrant Company: THE RICHARDS GROUP, Dallas, USA

Description of Ambient execution
So, how’s this for a brainteaser: You want to get your message about home improvement out to people who are never home. And when they’re out on the streets - which they are pretty much all the time - they’re in an overstimulated circus of visual stimuli. New Yorkers are savvy, cynical, and - after a day of the city hubbub - pooped. So, in an effort to break through to them, our agency and The Home Depot turned to an unconventional, attention-grabbing out-of-home placement in Manhattan. At the corner of Broadway and 22nd, a wallscape dominated a street corner and literally pointed viewers to the closest Home Depot location. Not only did the message fit the media. It fit media that no one had even thought of as media before. And that made the execution pretty much impossible to ignore.