FedEx Kinko's "Highlighter"

BBDO New York stepped outside the standard billboard form of outside advertising in November 2005 when tasked to create local advertising for FedEx Kinko's Office and Print services. A replica highlighter and Tip Ex were stationed as part of the natural surroundings of a New York street scene. These structures mimicked the machinery used to create double yellow lines and zebra crossings.

Outdoor advertising is something we can often overlook, as billboards do not allow for the same two way conversation as interactive mediums. By creating such an unusual campaign, BBDO ensured that people would be talking about the idea and that FedEx Kinko's brand would be associated with humour, all while reminding their consumer base of their valuable services. Each replica offered links from which consumers could access the Kinko's website.