"I first noticed subway tunnel wall animations in Boston, where the long gaps between stations on the MBTA Red Line provides a captive audience. The animation, composed of dozens of stills that simulated movement as the train zoomed by, was an ad. The message: visit Vermont and its great outdoors, which certainly must have resonated with more than a few claustrophobes riding the crowded rush hour rails.
Animated ads in subway tunnels are expensive, both to design and install, which helps explain why the Vermont ad's successor, a campaign for a movie 'coming to theatres' last February, was only removed recently - with no ready replacement. But the medium is a popular one, if only because it's relatively novel and rare. Examples from Budapest, Hong Kong, Kiev, L.A., Tokyo, and Washington, D.C. have been enthusiastically documented for upload to YouTube. And given that cash-strapped transit agencies have allowed almost every other subway surface to be colonized by ad space, including seats and whole exteriors of rolling stock, it was almost a logical next step.
Much of the credit for introducing these flipbook or zoetrope-like ads goes to two independent innovators: New York astrophysics student Joshua Spodek and Winnipeg animator Bradley Caruk. Spodek's ads debuted in Atlanta in 2001; his company, Sub Media, continues to produce similar ads today. In 2006, Caruk won a Manning Innovation Award for his concept, which his partner, Rob Walker, first thought up while staring at the blank walls of Paris' Metro. The company they co-founded, SideTrack Technologies, set up its first system in Kuala Lumpur and has since opened others across the United States - and beyond, to London, Rio de Janeiro, and cities in Mexico."
(Christopher Szabla, Urbanphoto, 20 November 2010)
Fig.1 Bill Brand, "Masstransiscipe" New York subway installation.
Fig.2 New ad-places in the tunnel. // Новые рекламные площади в тунеле киевского метро. Между станциями Лукьяновская и Львовская Брама
Fig.3 "Something Cool in L.A. Subways", Uploaded by TransformedMan on 23 May 2008.
Fig.4 "Tokyo Subway Ad ", Uploaded by ivanptse on 19 Apr 2008.
Fig.5 "Target ad, on the washington D.C subway.", Uploaded by kikyobackfromthedead on 1 Sep 2006.
"Même si la publicité commence à être contestée (les anti-pubs, les propos sur la suppression de la pub sur les chaînes publiques…) , elle reste un excellent média de communication, surtout si elle est bien intégrée à notre environnement urbain ! ... En voici la preuve en images avec 70 publicités à la fois drôles et créatives !"
(Conseils Marketing, 6 April 2008)
Credits: Advertiser/Client: Anando Milk; Product/Service: Anando Milk; Advertising Agency, City: McCann Erickson India, Mumbai; Country: India; Advertising Agency, City: McCann Erickson India, Mumbai; Country: India; Executive Creative Director: Prasoon Joshi; Creative Director: PK Anil; Copywriter: Prasad Venkatraman; Art Director: Kapil Tammal, Swati Goel, Roopra Sarbjit, Sandesh Kambli; Photographer: Shekawat HS
"DE Group and Impressions International collaborated on a project commissioned by DDB on behalf of McDonald's Australia.
McDonald's was looking for a stand-out advertising solution for bus shelters in order to promote its new ''McDonald's 24 hour store'' concept - as now several of them McDonald's are open 24/7, and the rest are open at least 18 hours a day.
The project imagined by DDB featured a flip effect based on 2 images: passers-by could see a young man yawning and then eating a hamburger...
The backlit billboards - 1,88*1,10 m - were produced using 15 LPI lenses (particularly suitable for a flip effect). The project lasted 3 weeks and finally 7 billboards were implemented in main centres throughout New Zealand."
(HumanEyes Technologies Ltd.)