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Metro LA creates a novel out-of-home campaign to try to pull Angelenos off congested freeways.
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By Steve Aust
One of my daughter’s favorite Sesame Street videos features a Jim Henson-era segment with an orange-haired Muppet dancing around singing about “Opposites.” The world has coped without the late Henson’s seemingly boundless talents for approximately 20 years, but the inhouse creative at Metro LA, the City of Angels’ transportation authority, drafted an equally fun (albeit black-and-white) campaign that emphasized the juxtaposition of public-transit ease versus driving headaches (anyone who’s ever been in rush-hour, L.A. traffic understands).
“Metro LA’s goal was to position itself as a solution for Los Angeles County’s traffic-congestion problems,” Metro LA’s Michael Lejeune said. “We created 10, black-and-white designs with simple icons that deliver a message that can be quickly read. The visual contrast and familiar icons help create a straightforward brand message.”
In cooperation with Clear Channel Outdoor out-of-home advertising locations, Metro LA trumpeted the virtues of bus and rail travel, as well as carpooling, on approximately 170 bulletin and 30-sheet billboards and 165 bus shelters, as well as on bus exteriors and strategically located, electronic-digital billboards, such as outside the Staples Center, home of the Lakers.
ICP West (Foothill Ranch, CA) fabricated the billboards and posters.
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