Crop of Lamar's 120th Anniversary design

Lamar Advertising

On the Road for 120 Years.

Anniversary campaign

Lamar Advertising.

From its start as a fledging poster company in the back of an Opera house in 1922, Lamar has grown to be the nation’s largest OOH provider with more than 35,000 billboard faces in 44 states. In 2022, we partnered to create and launch a nationwide campaign to celebrate the out of home media company’s 120th anniversary. Using self-referential and humorous messaging, the designs marked the occasion and highlighted the company’s longevity and commitment to their customers, promoting their inventory, services, and history coast to coast.

Results

The campaign ran in Q4 2022, resulting in company revenue that was up 1.5% over Q3, and up 8% versus the same time in 2021. The campaign also received positive internal and external recognition, and was awarded multiple industry awards, including OBIE finalist status.

Scope:

Branding, Out of Home, Social
Out of home bulletin design that mimics an empty bulletin board with the headline "Our birthday suit"
Social media post with image of an arrow pointing to the 'like' button and the headline "Like if you love OOH"
Out of home bulletin with arrow pointing at wrinkles in the vinyl that have been printed onto the design and the headline "120 years. Only a few wrinkles."
Facebook cover photo with split design showing 1902 and 2022.
Social media post showing historic and current photo of out of home installations with headline "Wall posts since 1902"
Out of home bus station kiosks
social media post with headline "Here's to the roaring 120s"