Dewar’s White Label’s wanted to reach urban tastemakers in trendy neighborhoods throughout the country.
Colossal Media custom acquired 17 locations in New York, LA, Chicago, San Francisco, Portland, and Seattle. The approach and acquisition of these locations were tailored specifically to this campaign. Colossal Media’s aim was to select highly visible and heavily trafficked areas while integrating the murals into their surrounding aesthetic. The artwork for the campaign was designed by renowned graphic designer Shepard Fairey, with a retro style reminiscent of advertisements at the turn of the century.
The Mural campaign received extensive buzz and press including a New York Times feature touting the return of hand painted advertisements. The murals were also used as backgrounds for numerous magazine photo shoots. The campaign was so successful that Dewar’s ran the campaign for a full 24 months – an almost unheard of length of time for an OOH campaign!