After losing your life savings at the Treasure Island Casino and pawning off all your valubles, you might be inclined to run into oncoming traffic on Las Vegas Boulevard. In your haste, you may fail to notice that the red convertible barreling down the apparent cross street is in fact an optical illusion created by Nationwide's new stairway billboard. Looking like a scene from Peter Yates' Bullitt
or just about any Michael Bay flick, the new outdoor campaign promotes the slogan "Life Comes At You Fast." Located on the corner of Las Vegas Blvd and Fashion Show Drive, the physical dominance of the installation combined with the high concentration of pedestrians and traffic alike, it creates quite a dramatic impact on the passer-by. We spoke with Bob Brihn
, group creative director and Jason Sternberg, art director for TM Advertising about the process behind orchestrating such a project.
"Obviously, ideas like people falling down stairs seemed a bit expected, and, besides, they'll do that on their own, which is just an added benefit," says Brihn. "This message had to be exciting to the viewer, and it had to compete graphically with all the other messages that the average Vegas consumer encounters. We really wanted to use the staircase to our advantage with this execution. It's great how the car feels as if it's flying, and people walking up the stairs become a part of the visual. They're in harm's way."