It's only February, but we already have a strong contender for ad placement of the year.
You may have heard of the "Leaning Tower of Dallas," an 11-story building in the Texas city that's made headlines this week after failing to fall down during a planned implosion 10 days ago—and continuing to resist the efforts of demolition crews wielding various wrecking balls to bring it down.
The Richards Group, based in Dallas, saw all this and figured out an amusing way to get one of its clients, Choctaw Casino & Resort, into the conversation. On Tuesday night, a team from the agency projected an ad on the side of the tower—perfectly rotated to match the angle of the listing structure—with the headline, "Have better luck with us."
"We knew when the building only came down halfway that it would become the target of the finest meme machines the Internet has to offer. But everyone thought the building would be taken down fairly quickly. Until it wasn't. This thing wasn't moving—they weren't having any luck," Richards Group creative group head/art director Tim Eger tells Muse.
"We saw a way into the conversation that was relevant to Choctaw and would add to the entertainment and spectacle of it all. Casinos are a place where you want luck to be on your side. And Choctaw Casino & Resort is known for having good odds."
The agency team put together an idea late Tuesday morning, had clients on board by lunchtime, and a crew and projector on site by early afternoon.
"Then we played the waiting game—everyone on pins and needles, wondering with each hit of the wrecking ball [throughout the day on Tuesday] if the whole thing would finally tumble over," Eger says. "Then came quitting time for the demolition crew, and we knew it was on."
Seems, with out-of-home, you make your own luck.
Eger's takeaway from the experience? "It's all a testament to how a strong relationship with a client who trusts us can lead to something fun and memorable," he says.
Below, check out footage of the failed implosion, which is a sight to see as well.
Choctaw Casino & Resort, Client
The Richards Group, Agency
Stan Richards, Creative Director/Principal
Glenn Dady, Creative Director/Principal
Tim Tone, Creative Director
Tim Eger, Art Director
Cassandra Greenfield, Experiential Strategist & Producer
Terry Baughman, Brand Experience Group Head
Rhonda Contreras, Brand Management Principal
Tara Allison, Brand Management