Air Pollution Guerrilla Marketing in Chicago
by Michael Graham Richard, Gatineau, Canada on 05. 3.06
"The shape and text was created by power-washing filthy sidewalks using a large stencil form. [..] Sidewalks are usually very filthy and just the thought you could make your point by creating a clean spot instead of a dirty one is one to cherish. This is a form of non-destructive guerrilla marketing in it’s purest form." What a good idea! Any readers from Chicago saw them? Via ::Coolz0r, ::Ads of the World. See also ::Atmospheric Pollution Ads from Singapore
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This looks more like a proof of concept than an actual campaign. Someone on one of the source sites pointed out that the first image is definitely photoshopped -- just look at the first photo: the shadow of the person standing behind the image doesn't extend into the stencil, and there's all kinds of grime showing through in the head portion of the stencil.
P.S. The font used is also Chicago, lol. Just a fun sidenote!
It MIGHT be photoshopped, but I'm not 100% convinced.
The shadow is visible because the dirty part of the sidewalk is reflective (and the person blocks the light that is then reflected into the camera), so it's possible that the cleaner concrete sidewalk is just not reflective enough for it to be visible.
As for the grime, is possible that the power-washing didn't get it all off (some of it can be in the "pores" of the concrete and not come out easily), or that the "sign" has been there for long enough for it to start getting dirty again.
It looks Photoshopped to me - check out the seams between sidewalk tiles. they're far too bright, and look washed out. like this person is a transparent white shape in front.
Also, that text is pretty clear for how blurry the edges of the people are, and none of the shapes follow the cracks of the sidewalk.
Wouldn't power-washing be a counterproductive use of resources (water, the energy to pressurize...) to make a point about an environmental issue?
Am I the only one that still thinks this qualifies as vandalism? It's like walking up to someone's car and writing your name in the grime on their window.
More like writing your name in the snow on a public property...
I'd rather see that than multi-colored pieces of paper duct-taped to telephone poles..
Whether it's photoshopped or not, I think it's still a nice idea, though lugging a pressure washer around is a lot more work (and, as someone pointed out, energy) than a piece of chalk. There are hand-pressurized/pumped watering devices but I doubt they provide enough pressure to clean a sidewalk.
I dont think you can stencil text like that anyways. You know, like the centers of P's and O's and such need to be fixed to the stencil but there's nothing that shows that in the image.
well, i am from downtown Chicago. I'll be keeping my eyes out.
two facts lend to this story being truthful: 1. For some reason i see preasure washers all the time in chicago. They are always used in the "L" and i sware ive seen them else where. So if someone worked for Chicago Transit and cared about this stuff...if they had a stincil at 11pm to 1 in the morning when they pressure wash...then heck, it could happen. 2) the streets are ridiculously dirty, i feel like i could write on the side walk with my shoe sometimes.
but i do agree, it does look photoshopped.
I'VE SEEN IT DONE!!
Well, be this photoshopped or not, I've seen the technique used with my own eyes!
Unfortunately it wasn't a thought-provoking message about pollution or climate change it was the Adidas logo 10ft long.
It was spray/cleaned onto the wall of a railway siding near my house that had a thin film of moss all over it.
I have to say the effect was quite stunning. When I came back later with my camera someone had already set about the advert with a broom, oh well.
This idea featured on an entreprenuer show on UK TV called Dragons Den as an innovative marketing tool and was rubbished by the whole professional panel as a dumb idea!
From a non business point of view powerhosing pavements and sidewalks uses a significant amount of water that the world just does not have
The world has loads of water.
And if you need some more then you could always melt an ice cap.
if someone can tell me where this allegedly is, i'll confirm it today. but i work downtown and live a couple miles northwest of downtown, and haven't seen any of this.
I contacted Jesse Freese who created these ads and they are, indeed, Photoshopped concept comps, but the real campaign will be starting in early June.
http://chicago.metblogs.com/archives/2006/05/chicago_air_pol_1.phtml
Not bad, one form I remember was fake smoke coming from a window .... now that gets attention (There BBQ sign next to window.)
Not bad, one form I remember was fake smoke coming from a window .... now that gets attention (There BBQ sign next to window.)