How can traditional media be transformed by experiential marketing tactics? Take a peep at this billboard. Created by the dynamic duo at TBWA/Vancouver -- copy writer Michael Milardo and art director Bart Batchelor -- this billboard is as experiential as it gets. 
Forget that giant MTV billboard in Times Square or even that Adidas board in Japan where two guys played soccer suspended by bungee chords. This billboard gets interactive with consumers in a very unique way -- it makes them steal. That's right: larceny. Created for client Black Tower Home Security, the billboard was debuted covered with a bunch of stuff -- mirrors, slippers, pillows and picture frames -- that were easily removed by passersby (the billboard was uniquely low to the street).
After less than 48 hours, enough people stole the stuff to reveal the message hidden underneath: "People steal." With an execution this good, it's a matter of time before media creatives will be stealing this idea instead.
The fact is that if I saw a billboard deliberately placed close to the ground, with things that were easily removed put on the surface, I'd just assume that they were being given away for some sort of promotional purpose. I try to avoid taking that stuff but I'd never think someone who was was stealing.
So they're basically leaving stuff out to be taken and then saying, "THIEF!"
Creepy company....
Posted by: Tom Human | January 09, 2009 at 11:15 AM
Ironic, but this idea was STOLEN from a billboard that won a Gold Lion at Cannes years ago. Look it up, Neil Frisby from London did it for the homeless. A billboard with a ladder going up to it covered in donated winter jackets with the headline underneath, "Now you know how desperate the homeless are for warm clothing".
Posted by: Your Mom | October 03, 2007 at 08:50 AM
When I first read about this billboard, I thought what an oxymoron -- experiential billboards?? This was a truly unique experiential campaign and what a great way to engage people--tempt them with something that they might be interested in. On my blog, http://alternativemarketing.typepad.com, I try to cover unique campaigns like this one. Kudos to the creative masterminds behind this one and nice job of covering it on your blog!
Posted by: Kris | September 19, 2007 at 09:19 PM
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Posted by: online casinos | March 05, 2006 at 11:08 AM
haha that's a very original ad, very creative and memorable, thnx for sharing it
Posted by: discount office furniture | January 30, 2006 at 03:49 PM
great article. very intersting information
Posted by: criminal records | November 18, 2005 at 03:30 PM
There was a small piece on exhibit in Winnipeg a couple years ago. I think it was called "Steal Me". It was a small photo frame with no glass. It had a $100 bill pinned in the centre.
Had.
Now, instead there are two $50 bills pinned there.
Posted by: Kat | August 15, 2005 at 10:32 AM
C'mon Chris, the Richmond auto ad didn't reveal the message by letting people steal the props. Not quite the same idea there. Stuff has been put on billboards since the 70s. Remember the glue-ad with the car glued to a billboard? :)
Posted by: dabitch | August 08, 2005 at 09:42 AM
It's not a new idea. Ignite Communications in Vancouver did it a year or two back for Richmond Auto Mall http://www.ignitecommunications.ca/work.htm
Wonder if that's where they got the idea from...?
Posted by: Chris Smith | August 04, 2005 at 06:46 AM
hi
i saw your post @adrants and found this "take-free-and-you'll-see" ad something innovative and highly interactive.
thanks for sharing.
Posted by: bad dude | August 04, 2005 at 03:17 AM