Art auction live in digital out-of-home
“There’s an old saying about doing things because you can, rather than because you should. There’s a high degree of difficulty creating Outdoor campaigns that use tech and innovation well. There are a lot of things a brand CAN do in this space; the challenge comes in what a brand SHOULD do – use tech in Outdoor to bring the idea to life, enhance it, and engage the audience,” said guest judge Alison Tilling, Head of Planning, BMF.
“The Anglicare ‘Arts&Minds’ campaign stood out for me because it is an absolute “should”. It was executed to a very high standard, used technology in ways that added both meaning and excitement to the idea, and was carefully considered from start to finish – the way the artists were chosen, sensitivity to the subject matter and the exhibition at the end. It’s a great campaign for a great cause, and a very worthy category winner and quarterly Grand Prix winner,” Alison concluded.
Anglicare displayed a live Art Auction in digital out-of-home as part of their Arts&Minds initiative.
Arts&Minds supports people living with mental health challenges. It invites them, and others who make art to support their mental wellbeing, to create and share a work of art – live, via goa’s state of the art digital billboard network.
The Arts&Minds team upload to the doohfa platform an image of an artwork as it is created and becomes available for auction. The web-app integrates it into their custom template and provides a preview of the six different sizes online. The Arts&Minds team then add it to their playlist, scheduling it using doohfa’s drag and drop calendar.
Throughout the campaign, the latest auction bid is simply typed in, resulting in a very immediate outdoor campaign.
Read more about the campaign on B&T.
Read more about the Arts&Mind initiative.
Winner: Best Use of Technology/Innovation – Outdoor Media Associations Creative Quarter 2, 2017.
Q2 Grand Prix Winner – Outdoor Media Associations Creative Quarter 2, 2017.
More about doohfa’s Dynamic Campaign
doohfa’s off-the-shelf Dynamic Campaign type is perfect for brands using creative templates. Simply nominate the text and images within your artwork that you’d like to make unlimited changes to. We fix the positioning and fonts of these dynamic elements ready for you to update from any web-browser, at any time.
Consequently, brands save on artworking costs while always looking great in out-of-home. And their creative will always feature the most relevant content, updated at any time of the day or night.
See more Dynamic Campaign examples.