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JCDecaux: Boston
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JCDecaux, known for its unique and innovative OOH media, has partnered with the global creative boutique FRED & FARID to develop a campaign using its Digital Street Furniture programs in four major U.S cities: New York, Los Angeles, Chicago and Boston. The campaign will be displayed across JCDecaux’s Digital Network of 500 displays, as well as on static inventory in Los Angeles (Outfront/JCDecaux). Instead of taking a traditional B2B approach to reach new advertisers, FRED & FARID Los Angeles proposed an alternative initiative to address the emotional weight many Americans were collectively feeling, using Decaux’s inventory to display positive and encouraging messaging, reinforcing the feeling of belonging to these great cities. The agency crafted 150 slogans promoting resiliency and embracing the spirit of the four cities, in an effort to create goodwill. With a simple slogan: “We Keep Going”. This initiative was created with the understanding that COVID-19 will have long-lasting effects, many of which we're just beginning to fully understand. Through this collaborative effort between JCDecaux and FRED & FARID, the hope is that these colorful and heartwarming messages will serve to unite the citizens of these cities, enhancing the feeling of being part of a shared community.
Client: JCDecaux (North America) RelatedDIRECT MARKETING
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