Creative Review: The Hundreds
In this week’s, “Creative Review”, Coop talks about “The Hundred’s” billboard seen on Canal Street in NYC.
Ok, I am probably too old to really to be completely in step with all the cool shit The Hundreds do but I do see this as a missed opportunity. There is something to be said for just slapping your big ass logo up there, white and black and the address - no website either - I like the bling of that. If bling is still a word? Do the kids say bling? I don’t think they do. You can argue that the simplicity is classy, confident.
But… but… a quick look at The Hundreds’ Instagram feed and you can see they do some really interesting stuff. Cool collaborations and some really original design work. So if you’re gonna go large and buy a billboard in SoHo why not show your wares a little bit. I’m not sure enough people know what The Hundreds’s signature style is yet.
Supreme could get away with doing a giant billboard with just their logo because everyone knows their aesthetic and product. But then Supreme are way too cool to advertise.
So there you have it. Too cool to show your product but not cool enough that you don’t need to remind people that you have a store in downtown NY. It’s not easy is it. Who would be a client?