FOSTERED And oOh!Edge Announce New Creative Partnership: WALL

FOSTERED And oOh!Edge Announce New Creative Partnership: WALL

FOSTERED creative management collective and oOh!Edge are proud to announce a brand new creative partnership. WALL is a collaboration that delivers artistic responses to national outdoor advertising campaigns, in the form of large scale murals.

Adrian Gidaro
Posted by Adrian Gidaro

In an advertising landscape full of distraction and homogenisation, a fresh new partnership between outdoor media provider oOh!Media’s experiential agency oOh!Edge and creative management collective FOSTERED brings advertisers an opportunity to stand out in a cluttered world of clicks.

Sixty-eight per cent of Australians identify with being artistic, yet the way brands communicate their products, launches and advertising is often via a one size fits all, computer generated approach.

This new partnership, dubbed art-vertising, is the most innovative project in advertising between media & artist – an opportunity to stop traffic with the creative, while stopping traffic with its creation. It’s live art advertising and full-scale murals, for national brand campaigns, and it’s launching nationally as WALL.

Adrian Gidaro, FOSTERED general manager, said, “I think this partnership makes perfect sense. The national resources and sales force of the oOh! Edge team, combined with the creative direction from FOSTERED’s huge family of artists will push the boundaries of what advertising & art can achieve together.

“WALL is more than just large scale signwriting. It’s a collaboration between a brand, oOh!Edge and FOSTERED, to deliver a truly original response to a creative brief. Our artists work with the client from inception through to delivery, ensuring that every project is treated as an artwork, not just an ad!”

Shae Constantine, co-founder at FOSTERED, added, “The team have been working on the WALL project for months, and like proud parents, we’re excited to share it with the world.

“Between FOSTERED’s extensive creative network, and oOh!Edge’s expertise in activation and outdoor, we can’t wait to test the boundaries of what is creatively possible with WALL”.

Guy Marshall, oOh!Edge managing director, said, “We are excited to partner with a very dynamic and creative management collective in FOSTERED. FOSTERED’s WALL offering is very powerful. We have seen the many unmissable examples of various global and local initiatives that the FOSTERED team can deliver, and to now be able to offer clients access to an activation opportunity like this is exciting.”