Living in Dallas, I've actually seen this billboard for Pei Wei. However, I never knew it was done by VitroRobertson in San Diego. Of all the billboards I pass daily, this is one of the few that has stuck in my head. How else would I remember seeing it? It's clever, and clearly effective. I don't know how great the overall idea is, but you're certainly limited with outdoor billboard advertising and I believe that VitroRobertson is pushing those limits. A good job by a relatively small and new agency.
Hi Braden. Thanks for posting. Glad you like the OOH. Good question you ask, about how clever it is. The answer lies in the never-ending battle between brand and product advertising. The Brand OOH and idea is "East of Usual"....so all of the product messaging is judged against that. Is the execution "east" of what you'd "usually" see for a bowl of ramen?
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