Welcome back to A Creative Review with James Cooper. Today Coop delves into Daft Punk. 

There was a time when agencies believed in ‘matching luggage’, or leveraging the same idea, art, and copy across all media. Back then - this is probably the late 90’s - all media meant TV, outdoor, print, and some banners. 360 marketing was the big thing. Every agency wanted to prove that it had the capabilities to produce a coherent message across different shapes and format. And it was a good idea.

But, without today’s more reliable analytics & targeting, you couldn’t guarantee or track if a consumer who saw your TV spot had also seen your banner, and so the message was often repeated until it got really boring. Eventually, the idea of matching luggage became shorthand for a lack of creativity.

Photo credit: ADstruc

That’s why this Daft Punk billboard is great. The simplicity demonstrates confidence - confidence that its audience already knows what it’s talking about: Daft Punk’s upcoming album Random Access Memories. Further, while it matches the other media in play: wild posters in SoHo, Vice’s Creators Project videos, viral clips from Coachella, etc, it’s not repetitive. It’s light on messaging and big on impact.

Engaging an audience doesn’t require matching luggage, rather a talented storyteller. 

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That’s all folks! Want to get involved? Send us shots of the best [or worst] outdoor advertising you’ve seen, and we’ll choose one every week. Just email coop@adstruc.com.