Support Local Journalism. Donate to Cleveland Scene.

Monday, July 24, 2017

Clevelanders React to Twist Creative's 'Pickles' and 'Butter' Billboards Around Town

Posted By on Mon, Jul 24, 2017 at 3:11 PM

click to enlarge Two of Twist Creative's billboards seen around Cleveland, designed to provoke conversation. - PHOTO VIA TWIST CREATIVE/FACEBOOK
  • Photo via Twist Creative/Facebook
  • Two of Twist Creative's billboards seen around Cleveland, designed to provoke conversation.
A strange series of billboards have popped up around Cleveland this summer. They contain one word, an item you would typically find on a grocery list, along with a beautiful landscape portrait in the background and a small URL at the bottom.

Twist Creative, the Cleveland ad agency behind the billboards, says the series is meant to provoke conversation.

“Any good conversation needs a conversation starter,” Twist CEO, Mike Ozan recently explained to Adweek. “There is no better role for outdoor billboards than sparking an interest and simply suggesting a ‘want.'”

Going to the URL provided on the billboards leads to a series of questions intended to give feedback for Twist's experiment. They ask which billboard you saw, what it brought to mind and if you had a conversation about them with anyone else, among others.

Since Twist started the project, they have reported a 22 percent increase in site traffic and "a 50 percent increase in résumé submissions, even though it wasn’t expressly a recruiting campaign," according to Adweek.

Twist also shared what Clevelanders had to say about each of the signs with Adweek.

Here are some of the words Clevelanders would like to see on future Twist billboards:
-Tampons (again)
- And "The word doesn't matter"

  • Photo via Twist Creative/Facebook
When people looked at the billboard that read "butter" some thoughts that came to their minds were "toast," "that's odd," "camping" and "giggles." Some people said they did have a conversation about the billboard while others said they did not, even though they have driven past it multiple times.

You can read more about what Clevelanders had to say about Twist's campaign here.

Tags: , , , ,

We’re keeping you informed…
...and it’s what we love to do. From local politics and culture to national news that hits close to home, Scene Magazine has been keeping Cleveland informed for years.

It’s never been more important to support local news sources, especially as we all deal with the ramifications of the coronavirus pandemic. Almost everything Scene is about -- our stories, our events, our advertisers -- comes down to getting together. With events on hold, and no print distribution for the foreseeable future, every little bit helps.

A free press means accountability and a well-informed public, and we want to keep our unique and independent reporting available for many, many years to come.

If quality journalism is important to you, please consider a donation to Scene. Every reader contribution is valuable and so appreciated, and goes directly to support our coverage of critical issues and neighborhood culture. Thank you.


Subscribe to this thread:

Add a comment


Never miss a beat

Sign Up Now

Subscribe now to get the latest news delivered right to your inbox.


© 2020 Cleveland Scene: 737 Bolivar Rd., Suite 4100, Cleveland, OH 44115, (216) 241-7550
Logos and trademarks on this site are property of their respective owners.

Website powered by Foundation