63 People Power a Stadium-Style Billboard to Show a Software Company's Collaborative Spirit

From Baldwin&, the Billboard Changes Messages That Demonstrate Red Hat's Committment to Collaboration

Published On
Oct 20, 2015

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Open-source software is all about teamwork, and that's exactly what software company Red Hat's human-powered billboard in downtown Raleigh, N.C., demonstrated.

In a campaign from Baldwin&, 63 volunteers (Red Hat employees and friends) recently flipped placards while seated on a 17-foot tiered grid to demonstrate what the company calls "the mastery of the many." The billboard was 14 by 50 feet. Billboard copy included such phrases as "Behold the power of collaboration! And arm strength", "You should see our synchronized swimming routine" and "We have more to say on collaboration but space is kind of limi."

The billboard was live for two one-hour periods starting at noon and 5 p.m. on Oct. 19 and was seen by attendees of the "All Things Open" software conference. Footage from the event will be posted on Red Hat's Facebook, Twitter and Instagram accounts.


Oct 20, 2015
Brand :
Red Hat
Client :
Red Hat
Director :
Ryan Shelley
Producer :
Shawn Lamons
Creative Director :
David Baldwin
Creative Director :
Bob Ranew
Art Director :
Jimmie Blount
Copywriter :
Keith Greenstein
Project Manager :
Tonya Martin
Video Production :
Myriad Media
Event Production :
Division Black

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