Outdoor advertising is a timeless and classic art, but it’s also one that is ever-changing. There are a variety of tried-and-true methods of advertising, like massive billboards, dynamic airport displays, and even messages on the side of trucks. Once in a while, something needs to disrupt the classic approach to outdoor advertising through unconventional means.
Guerrilla advertising lives and breathes unconventional by blending creativity with the power of uncommon physical locations. Guerrilla ads do not abide by typical formats that outdoor advertisements follow and, instead, are placed in shocking and disruptive places, garnering massive attention and social media virality.
Ad installations are placed in high-volume city and town centers, on sidewalks, and even graffitied on the side of bridges. Creativity knows no bounds with guerrilla ads, and physical spaces are no object. Fortunately, this bold and daring way of getting a message across is highly effective and can even generate a 30% boost in sales.
One of the most famed examples of guerrilla outdoor advertising belongs to UNICEF: this humanitarian organization made a splash in New York City with its “Dirty Water Vending Machine.” This effort deepened awareness around the clean water crisis, surprising passersby and engagers by dispensing muddy water labeled with various diseases. 
As unexpected and surprising as it was, UNICEF created virality around this display and, therefore, a sense of awareness and severity around their message. The purpose was to create awareness and also fundraise for their cause, signifying how guerilla advertising can do both and so much more.
Guerrilla advertising is exceptional at producing mass awareness without overspending on a campaign. This is due to the immense social media virality and presence that comes with this form of advertising. Advertisers can spend more time and funds crafting unique and creative advertisements while viewers do the legwork in getting the message and image out there.
Often, there is a divide between companies and their consumers. There is a product and numerous digital ads and promotions to encourage sales, but guerrilla outdoor advertising breaks the wall between the two, allowing companies to connect with their audiences on a physical level.
Installations pop up in shared spaces with immense foot traffic, where high volumes of passersby can engage with a brand directly. Viewers can touch and experience what a brand is about and build a positive association with them, creating a positive association that’s amplified due to the emotions guerrilla ads evoke, such as fear, shock, humor, and excitement.
Guerrilla advertising is a powerful tool in the advertising field. It transfuses elements of undoubtable creativity and eccentric physical locations into a spectacle of genius. Any advertising campaign can benefit from this advertising, allowing high views and engagement on a relatively low budget.
Although especially effective for smaller businesses, large companies can also reap the benefits of guerrilla advertising. Outdoor advertising goes beyond traditional formats with methods like guerrilla advertising.
It may seem like a risky endeavor and uncertain of success, but it takes only one creative stroke of genius and a social media post to take a company to the next level.
