OOH is really about being clear: Trent

In the zest of being unique, the agencies are experimenting endless ways to standout. However amidst of all, the industry has overlooked few simple ways such as freedom and powerful idea to treat the OOH medium creatively. Trent Burton Creative Director, WAX agency recalls this and explains that power of an idea will always be the most important element of any piece of OOH, no matter what kind of technology or experience is being utilised. Read on

Could you share your take on what gives an OOH copy the edge in terms of its creativity and the ability to make a moving target audience take notice?

Short. Relevant. Clever. You need to give consumers time to understand what you're saying in a way that engages their interest and the brand. Beyond copy, anything that uses the medium in a unique and interesting way can also be extremely effective.
 
Technology and experiential marketing have become an integral part of OOH industry. Do you think that the creativity of OOH copy is getting affected/changed somehow? If yes, then in a good way or bad way.

I believe that the power of an idea will always be the most important element of any piece of OOH, no matter what kind of technology or experience is being utilised.
 
What are the specific challenges that are inherent to telling a story on a static format, which can only garner a limited attention span given the nature of the medium?

You need to crystallize that single benefit/message you're trying to get across to the target immediately. There's no room for miscommunication. That doesn't mean you can't be smart or creative. In fact, in my opinion it demands that you are.

Outdoor Advertising is a mix of many factors, property location, images, the visual elements, the copy etc. But ultimately what does it all boil down to?
 
Ultimately it all boils down to the idea. If the idea is substandard, all those other things don't really matter. A bad idea is a bad idea, whether its copy based, visual, etc.
 
Could you share some creative guidelines, which in your opinion work for OOH advertising? Also can you talk about some guidelines for Indian creative directors to enhance the medium?

I don't really like this question. I feel like it limits people in how you can treat the medium. Of course there are general guidelines (like making the type readable) but otherwise, guidelines act more like shackles.
 
Given that innovation is the key to break clutter in OOH as in any other medium, what is extent to which they support the outdoor copy and how?

Innovation for the sake of innovation doesn't help. But take innovation and a strong idea and you've created something amazing. For example, the British Airways outdoor board that actually told viewers what flight was passing overheard…Now that's innovation and a strong idea working together in a powerful way.
 
As compared to international OOH campaigns, one can't help thinking that the medium is still being under-utilized in India in terms of the creative possibilities. What do you think are the reasons for this?

I can't speak to the Indian market specifically, but as with any non-digital medium, the effectiveness can't truly be measured. So, that leaves some clients questioning the effectiveness of the medium. I think it's shortsighted on their part, but unfortunately it's true.
 
What are the creative challenges specific to this medium, when compared with print, electronic or other media?

OOH is really about being clear. While you have time in other mediums to tell a more complex story, you actually have to get to the essence of the product in a good piece of OOH. There's no room to make mistakes.
 
How do you see the OOH medium shaping up in terms of creativity? What do you think are the critical factors that will help it grow especially in India?

Looking forward I see OOH becoming more innovative in terms of working with mobile. The connection between consumer and the product will continue to grow. It's an exciting time for OOH. In a world that's more connected online, this "old fashioned” medium will always have a place in the media mix.