Parker brings crowdsourced ads to New York OOH

Parker has taken a crowdsourced creative challenge from LinkedIn to the streets of New York, putting 10 shortlisted ideas on digital out-of-home screens in Times Square and crediting the people behind each concept.

The initiative began with an unsolicited spec ad for Parker from Kushagra Oberoi, which One Minute Briefs' Andrew Tindall and Nick Entwistle developed into an open creative challenge on LinkedIn. The campaign attracted 350 submissions from around the world.

Parker brings crowdsourced creativity to Times Square

The shortlist includes ideas from eight countries, demonstrating the international response to the open challenge. The activation also gives Parker a way to connect its brand with a broad creative community beyond traditional agency-led campaigns.

System1 tested the 10 shortlisted ideas with thousands of consumers to assess their effectiveness. Simon Sinclair and Manish Dodani's ThINK concept ranked highest in the testing.

The campaign demonstrates how an open call for creative ideas can move from a social media platform into a high-profile physical advertising environment, while giving individual contributors visibility for their work.

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