Billboard advertising can be used in other ways besides advertising a product or a service. They've been used to promote awareness for certain medical conditions, public service announcements and musical artists have used them to promote their albums. All have their own unique place and purpose.
Atlanta, Georgia Mexican restaurant bartaco has taken a different slant towards using the billboard structure atop their West Midtown location. The restaurant has a contest where they select two winning artists from the Atlanta area and each receives their own side to showcase their work on this premier square static billboard.
This approach works for bartaco which features "upscale street food with a coastal vibe in a relaxed environment." Maybe that is why they were named one of the 19 best tacos in America. Don't be fooled by the food alone; my husband swears their margaritas are just as tasty. Any restaurant with it's own Twitter handle dedicated to art displayed on a billboard is sure to make a mean margarita.
The 2017 Atlanta artists featured on the billboard are George Long whose "choreographed depictions of individuals expressing the emotive and physical transformation of time" graces the north-facing panel and Samantha Yancey's "self-portrait from her Roots series."
Bartaco has taken the ArtPop national model of featuring local artists on over 11 city billboards and applied it to a very focused, specific location and West Midtown in Atlanta is a bit more unique for it. In some cases, exposure of an artist's work can translate to sales. Take visual artist Julie Jones whose art was featured via an ArtPop billboard and was able to gain a new (and happy) customer. Exposure is the primary goal in all these cases; ArtPop was named by Charlotte Magazine a 2016 Best of the Best Award winner for "Ideas for Art Exposure." Hopefully, the artists on bartaco's billboard will get the same result.
About Out of Home Creative: We are an outdoor advertising firm which designs billboards, digital campaigns, transit, and street furniture to any non-traditional out of home advertising. Based in Atlanta, Georgia we serve businesses, agencies, media buyers and out of home companies throughout North America. Melody Roberts is the Founder and CEO.