What do you do when you want to generate a crowd to look at your latest ad? Pay them of course!
Ray-Ban has done just that to promote its latest outdoor creation – a huge building wrap created by Ron English.
Famous for being a “billboard usurping culture jammer” ie. he creates illegal outdoor ads attacking big brand corporate culture, this time English has jumped ship for dollar to work with the eyewear brand.
The six-storey ‘adverart’ work has been unveiled in the heart of Manhattan as part of the brand’s ‘Project Colorize’ marketing concept. But how to generate interest?
Ray-Ban’s answer was to stage a series fake-flash mobs. Street teams converged onto 6th avenue, staring at the ad, decked out in Ray-Ban shades (obviously), and froze like statues.
The result? Lots of passing commuters stopping in their tracks to see what the mobbers were looking at.
And you can see a pic of the very same billboard below.
Despite Ron English’s foray into legal commercial work, we’ve heard he’s back to his old tricks with a new billboard assault on Boston.
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