If we had to pick a theme for this year in advertising, it would likely be “above and beyond.” Sure, each year agencies try to outdo themselves (and each other), but advertising is adapting to a new media landscape, where standing out becomes increasingly difficult. The 30-second spot still exists, but it had better be extra eye-catching to make it past the PVRs. Online videos are stepping it up a notch, and we noticed a definite trend towards vids that force the viewer to ponder whether or not they’re real. A regular billboard just won’t do anymore, now it has to be covered in gold. After all, a huge goal for all advertising these days is unpaid freight, a.k.a. the viral buzz, free PR, Facebook factor.

Below, we've highlighted some of the gems within the trends.

Science World likes gold

Science World in Vancouver likes to put its money where its mouth is, or at least where its billboard is. To promote last summer’s “Treasure!” exhibit, Vancouver-based Rethink developed a billboard demonstrating that 20 ounces of 22-karat gold can be pounded so thin it covers more than 200 square feet. The billboard came with its own security guard, but trying to steal it would have been futile – the gold would have disintegrated upon touch.

The billboard generated major buzz, with over 3,800 views on Flickr in the first 12 hours and simultaneous front pages of 24 Hours and Metro, as well as coverage in Maclean’s, the Globe and Mail, CTV News and CBC Radio.

Art director Carson Ting, who concocted the idea with group CD/partner Rob Tarry, says finding this true fact about gold was a challenge: “It turns out, scientists are big on accuracy,” he says, and also finding the right gilder for the project: “We really lucked out and managed to get Canada’s number one gilder. Yes, gilders have rank! Maybe they wrestle for it. Brian Dedora really made it look like a million bucks. Even though it was around $11,000.”

Read the full article from Strategy »

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