Imagine that you are about to land at Barcelona Airport and, looking through your window, you see an enormous ad planted in the middle of a field. Thousands of strategically placed flowers make up the logo of a brand. Its proponents have called it "art-vertising": a unique, spectacular and ecological advertising medium.
A unique advertising medium Art-vertising is a special and spatial medium, "unique of its kind and unique as regards outdoor advertising," says Joan Alvares, partner-director of Poko. "It is unique of its kind because there is currently no other agency in Spain offering a similar medium. It is unique as regards outdoor advertising because, unlike conventional media, the impact is produced in an ad-free setting, catching the target audience's attention when they are otherwise unoccupied." Carlos Casas, the project's prime mover, was looking for the solution to a problem: "Many brands are interested in air travellers, but until now they have had to make do with advertising at airports. Outdoor advertising in the vicinity of runways is prohibited, but there is no law against planting it."
A spectacular medium More than 100,000 flowers planted in an area of 10,000sqm. This is just one spectacular example of this medium blending advertising with art. At first, it will only be available at Barcelona's El Prat Airport, although Poko is currently negotiating with the owners of fields bordering on the country's main airports. The company is currently offering six-week campaigns, generating in the region of one million potential impacts for the brand.
An ecological medium Art-vertising is a cutting-edge medium which is 100% natural. It is an especially good choice for brands committed to environmental protection and/or need to associate their products with concepts such as sustainability, pureness or naturalness. "We are currently experiencing an authentic 'eco-nomic' revolution, where 'eco' is an increasingly profitable value: cars are increasingly greener and food is increasingly more natural, because environmental protection now plays an important part in the purchase decisions of consumers."
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