Fast & Furious Billboard

Brand:
Fast and Furious

Opportunity:
To celebrate the release of the fourth film under the the Fast and Furious moniker, the franchise aimed to develop an eye-catching promotion that would resonate with the authentic Los Angles culture.

Approach:
SA enlisted its own graffiti icon and Chief Creative Officer, Mister Cartoon, to create a custom billboard on Sunset Boulevard.

Cast:
Mister Cartoon

Physical:
A hand-selected team assisted Cartoon as he coated the 14’ x 48’ billboard with 48 cans of enamel spray paint in 39 different colors. Cartoon and the team worked for over 40 hours to produce this one-of-a-kind advertisement. Cartoon’s iconic graffiti style made the billboard immediately distinguishable, generating interest from both street art aficionados and the general public.

Social:
The team completed the project during a press junket on the rooftop of the ArcLight Hollywood Theater that included television, print, and web outlets.

Impact:
The buzz cultivated by SA’s strategy resulted in coverage on major outlets as well as a sustained social media presence. The billboard was a popular fixture on one of Los Angeles most traveled roads, generating a strong word-of-mouth hype among commuters.