Baylor Healthcare’s Grapevine, Texas location came to Firehouse needing to find a way to cut through the OOH clutter and make people aware of their breadth of services. With there being so many hospitals in the area, each running their own OOH campaigns, we are talking about a serious amount of clutter. With every other hospital–without exception– adhering to the industry standard “smiling patient + positive quote about outcome + logo” formula for success, it seemed clear to us from the start what not to do. We instead chose quick, to-the-point visuals that made unique use of the space to make our point.
There’s an old outdoor adage that goes something like “if you can’t go interesting, go big.” There isn’t much of a concept or visual metaphor here, but Firehouse ended up with an eye-catching buzz-worthy execution simply by going 3D. The plugs below the copy are plaster-covered styrofoam sculptures and the cables are your basic 4″ black irrigation tubes. Lamar did all the construction in-house.