Sometimes when I’m commuting (I take the train), I think about potential outdoor campaigns for some of my favorite brands. Success with outdoor now relies strongly on novelty. Such campaigns must start with a big idea that translates across different mediums. They must be events that consumers can share socially and agencies can distribute digitally. This starts with a brand asking, how can we be more generous and give customers an excellent experience with our products?
During one particular commute, I found myself moody because the car I was riding in smelled horrible. The train was full, so I was stuck. As I sat there, I thought, I wish I had some Method air refresher. And then it hit me, a potential campaign for Method could involve improving the smelliest platforms in New York City. If such a campaign was executed, here is how I could see it unfolding.