JCDecaux, has partnered with the global creative boutique FRED & FARID to develop a campaign using its Digital Street Furniture programs in four major U.S cities: New York, Los Angeles, Chicago and Boston.
Instead of taking a traditional B2B approach to reach new advertisers, FRED & FARID Los Angeles proposed an alternative initiative to address the emotional weight many Americans were collectively feeling, using JCDecaux’s inventory to display positive and encouraging messaging, reinforcing the feeling of belonging to these great cities. The agency crafted 150 slogans promoting resiliency and embracing the spirit of the four cities, in an effort to create goodwill. With a simple slogan ‘We Keep Going’ [1].
- For Los Angeles, the posters were inspired by the vibrant colors of the city, taking on a classic printing style that has been used on the streets of LA for decades. The agency created a mosaic of over 60 posters in both English and Spanish language.
- For Chicago, the creative teams utilized the color palette and iconography of the city star, core branding elements from the City flag, as the two leading elements and paired them with an iconic rounded typeface: Avant Garde Gothic. This typeface was used on signage across the city from famous theaters to the Chicago Skyway Toll Bridge.
- For Boston, some native Bostonians within the agency drafted ‘wicked’ one-liners tying into the rich sports culture of the city, utilizing Boston’s beloved “lucky” green and sporty typography, with handwritten orange accents inspired by a coach’s playbook.
- For New York, FRED & FARID tapped its New York office to weigh in on designs and headlines, taking inspiration from the fighting spirit of the city, its towering steel skyscrapers, the brick color on the walls, the iconic yellow of the taxis, and the zig-zag shape of fire escapes on traditional buildings.
Fred & Farid (founders and chief creative officers) said “No big emotional statement. No hashtag or call-to-action. Just a fact: We keep going. Because that’s all we can do.”
The campaign will be displayed across JCDecaux’s Digital Network of 500 displays, as well as on static inventory in Los Angeles (Outfront/JCDecaux).
CREDITS:
CLIENT:
Client: JCDecaux (North America)
President & Co-CEO: Jean-Luc Decaux
Executive Vice President, Business Development & Properties: Gabrielle Brussel
Senior Director, Business Development & Properties: Jamie A. Morrissey
Production Coordinator: Maggie Eisenhardt
Production Assistant: Sam ScaglioneAGENCY:
LOS ANGELES, CHICAGO, AND BOSTON POSTERS:
Agency: Fred & Farid Los Angeles
Chief Creative Officers: Fred & Farid
Creative Directors: Chelsea Steiger, Nicolas Berthier
Creatives: Hilary Smith, Jocelyn Lam, Laura Beck, Bridget Callahan
Business Directors: Nathan Smith, Peter Jacobs
Account Supervisor: Mariam SalcidoNEW YORK POSTERS:
Agency: Fred & Farid New York
Chief Creative Officers: Fred & Farid
Executive Creative Director: Laurent Leccia
Creatives: Hajung Song, Ranjana Naik