In the age of consumer generated content, "tagging" moves to the real world, with this interesting initiative Sergei has just told me about. It's a guerrilla action with the objective of raising the level of consumers' awareness about the quality of outdoor advertising in a city. (I would say it's also useful to advertisers to understand what people think about their ads)

In Berlin and Seoul guerrilla "soldiers" have been tagging outdoor ads with personal evaluations delivering messages such as "this ad makes me sick", "I like this ad", "I find this campaign boring" etc...

Who would spend time and money to create these stickers and go around town plastering them over outdoor ads? Someone who's trying to convince agencies and/or advertisers to come up with more creative stuff, or vice versa, to 'keep up the good work'? Come on ...

It really lacks a purpose, and it makes me wonder if there's something else about this initative we don't know.

Posted by: Robin Wauters at October 10, 2006 10:37 PM

All this will do is show the agencies that the campaign money hasn't been a total waste, and that people really do notice outdoor advertising. Most clients will just be deliriously happy and say "There's no such thing as bad publicity - at least they think and talk about us!".

Posted by: Kiki at October 13, 2006 08:54 AM

Photoshop surely?

Posted by: Lee McEwan at October 16, 2006 08:06 AM

Surely ad-comment has been going on for years - often with people literally tagging the posters with actual comment rather than a very base 'is the ad hot or not'? approach. what next - marks out of 10?
hardly insightful...
for more interesting ad subversion check out kawes' work....

Posted by: dave ridings at October 23, 2006 04:35 PM

great idea for environmental commentary...however, the stickers themselves aren't that attractive. how about a nice design for the ad-comment stickers. nice design stickers for nice ads. bad design stickers for bad ads.

Posted by: Michael at October 24, 2006 07:47 PM