So! Our corporate marketing team has had some pretty awesome opportunities in the past to wave the proverbial Red Hat flag high in Times Square – New York City’s epicenter of cool, where the people are and want to be!
But this summer, we had an epic opportunity. On August 23-24 we ran a huge 30-second ad for our cloud portfolio messaging. The media placement aligned with the OpenStack East and VMWorld US events, and it was an effort between many people – shout out to Nick Burns for his help.
And you can see it for yourself:
We had space on two separate buildings – Thomson Reuters and Nasdaq – with a combined total of 17,813 sq feet of advertisement display and about 1.25 – 1.5 million impressions estimated for the 2-day spot. That’s a lot of people!
The Reuters building actually has 13 separate screens on and in it, luckily I only had to work on one file to deliver for the entire building (it’s quite high res though, 5116 x 9036 pixels). Below is an image of the templates for each building. There’s the awesome skyline that Nick Burns made, and you can see the file layout details, and get a sense of scale between the two buildings.
Given our hierarchy of messaging, we wanted to accomplish a few things with the advertisement. We want people to know that it’s Red Hat, that we’re a trusted partner, and that we have an awesome cloud portfolio. We also had to take into account the number, variety, and placement of screens. I have never worked on such a large outdoor video project before, and there were a lot of variables to account for and questions to answer:
- What would people be seeing when?
- What are we okay with people taking away if they only happen to glance up to one corner of one building?
- Is it going to make sense?
While certainly a new and interesting challenge, I think that Red Hat as a company (and us as a design team) were happy with how it turned out. And it was exciting to get e-mails and feedback from Red Hatters in New York City while the ad was running. As designers and video-makers, sometimes the connection between our work and where it ends up is a bit of a leap, but this format was larger-than-life and the response was immediate.