“As seen in NY” (by Patty Yunén): Creative Riders


 About a month ago, More Than Branding's very esteemed and principal blogger, María Elena Moré, called me up (tweeted me up to be honest) and asked me to collaborate with More Than Branding as a correspondent in New York. I just moved to the city to pursue a M.S. in Integrated Marketing at NYU, so I was super excited and honored to be part of this digital space she's worked so hard on.

I'll be writing about whatever strikes my marketing eye, from huge ad campaigns, to personal and digital marketing, to street marketers... Basically, I'll keep you posted on all that this 24 hour infomercial called "New York City" has to offer. So with no further adieu I give you my first post, entitled "Creative Riders"...

Just after I moved, as I was getting used to waiting for trains, I started to notice that, if any of the ads on the subway stations had any loose ends, some very creative subway riders would tie them up. If you’ve ever worked in an advertising agency, you know that the planning of most out-of-home advertising is thought out from creative to production to media to installation. But, what happens to your advertising after you put it up?

 Ironically, the campaign that has engaged most of these Creative Riders (that’s what we’ll call creative subway riders from now on) is the Mad Men season 5 campaign. Just a white background and a falling man, leaving room for creativity in every station! Heck, some Riders even pulled some Dr. Seuss prose on Don Draper. It is amazing how this campaign has called the attention of so many New Yorkers. In my opinion the entire promotion is not that great, because you need to be a Mad Men fan to quickly understand it. But, Creative Riders have made regular, none Mad Men fans look for the ads and see what clever alterations Riders have included in them. In this particular case, the people from AMC should hire some Riders for the season 6 campaign.

On a less positive note, have you ever played Scrabble? Well Creative Riders have too. Don’t you think that using the letters of the ad itself to alter the message is just pure genius!? Look at the Master Card campaign and see how much difference one single letter can make to what you’re trying to say. Master Card, being a financial entity, suffered a bit of negativity with the Riders, but you know what they say... there's no such thing as bad publicity. The Riders' creativity makes you look twice at the Ads- and no ROIs or KPIs measure these second looks.

The last picture is a little bonus, cause, don’t we all believe news are just truths coexisting with profitable lies?

Till’ next time, and thank you to all the Creative Riders out there… you should put all of these pieces in your portfolios!

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