The billboard is ugly. There I said it
Let me preface this by saying I love the guys at the BID, I think they feel the same about me, I love how I can just walk in at any time and just plop down and always feel welcome. And they do criticize me at times about stories, so I have a little critique about their billboard on US1.
It's ugly.
As an art director for many years, I think I can add my two cents here. You can't even read the post-it notes and the damn thing is too busy. I think it is safer to text and drive than to try and read this billboard while driving.
Know what I see when I look at the billboard? I see "CBS," the logo below, because it's the only clear thing on there. I have had many people send me photos of this and I took this one and still, you can't get a good, clean photo, because the subject is not good and clean. You cannot read it from any angle. I've tried.
The next thing I see when I look at the billboard is "Fishing, Electronics, Hardware, Apparel," the writing on the wall, literally. That stands out and overtakes the billboard message.
posted by Tom Falco at 9:30 AM
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24 Comments:
The truth often hurts.. The Crook&Crook's yellow facade already is a painful Eyesore to behold, but this new billboard takes the cake, hands down, uncontested winner of the Bad Taste, waste of money prize of the year. That, and the black, vacant, useless "non-information" booths. Way to go! CI
It's too busy, makes no sense. Would be cleaner to just say Welcome to Coconut Grove. Enjoy!
I agree. Since we are talking about billboards, have you seen the one above Tan Solaire? I thought it was a joke. It's an ad for "whocanisue.com"
What is the world coming to??!! sad
With you 100% about the art direction. The copywriting isn't exactly inspired either. "Break into a more exciting routine"? What does that mean? Has one human being ever looked at another an offered as a suggestion "You know Fred, you should really try to break into a more exciting routine. Have you been to Coconut Grove lately?"
Comments are on target. The sign is poorly designed.
They got so much buzz, good and bad with the whining/dining type signs, why change them?
Eyes wide shut - Have you noticed that the kiosks are not empty; they are now manned and the security people walk around the Grove so as a result of the kiosks we now have more of a presence of security.
The purple post-its should be larger and the yellow post-its smaller and more obscure. If I had contributed to this billboard I would be upset that my business was not in a larger font.
As a Creative Director I've been saying this ever since it went up, but kept my comments to my family and friends.
It tries too hard - and appears too staged - based on the content of the yellow post its. But overall it reads like a co-op board where everyone wanted their name or logo to appear. Cita's, Bed Race, Cocowalk, Chili's, Taurus, Britto's, Jaguar, Alladin's.
What's really confusing is that visually it shows a person breaking free of it ALL. The Grove appears to be part of the clutter in their life - regardless of the purple post its.
...yeah and who wants to think about a "to do" list
anyway! The billboard
should be clear-you can see through it right into the grove! lol.
or how about a giant mirror! This is your brain
on the GROVE!
RyanStoneMusic
Absolutely. I loved the license plate billboards. Simple, clear and fun.
They are trying too hard, and this billboard definitely sucks. Driving by, you get none of its message.
Here's an idea:
Coconut Grove---->
Good times await.
Simple, big letters, few words.
Also, grape - if BID pays for this, why does it always feature the same 4 businesses? Are they paying a fee to be named specifically? Was this offer made to all grove businesses?
This was offered to all Grove businesses & the ones featured did pay to be on there. But I agree, not effective...
"Break into a more exciting rut!"
I believe this is the 2nd time that this billboard has been discussed here, no? It is a horrible ad. There's no better way to put it. Its cluttered, annoying, and doesnt really say anything about the Grove except that there are restaurants there. Oh, and a bed race, whatever that means to the average commuter.
I agree with above, the license plate billboard was good along with the noisy croud^/ chill crowd> sign. both simple and easy to read.
As a center grove business owner, I can assure you that ALL grove businesses were NOT asked if they wanted to be on it.
I sense a "billboard contest" coming soon.
The BID would never give up control.
Anon 10:02: I assumed as much. Sadly, even the smallest government bureaucracies tend to play favorites. It's no surprise really.
Who ever created this bill board needs to go back to ADschool. Last one was bad enough. How did they miss the fact that the largest % of people that fail to see a color (not totally color blind) is GREEN.
Regarding the current Bill Board it obviously went south. That money should be refunded and who ever created is not artist nor an art director, or knows anything about large or small sign-age. I instructed both an 82 yr. and a 9 yr old person at different times to, "read the sign to me" as I was driving. both started with "Break into . . . ." I was frustrated and told them no the other. By that time we had passed.
This is what happens when groupthink dictates marketing decisions.
The billboard clearly portrays the Grove as an ugly place to escape from.
What were they thinking?
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Outdoor advertising seems to be a lost art. Does anyone remember the Holsum Bakery billboards? Those were terrific.
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