Everywhere I look, I see surfaces that business and other organizations could turn into dual-purpose tools that market a brand, educate a population, enrich our daily visual experience, or communicate a message. By getting more function out of mass that's already in use, you can minimize your resource (and cash) investment. The London-based marketing firm Curb has some of the best examples of dMass marketing strategies. They use existing surfaces and little other material to promote messages in a sustainable, natural fashion, doing everything from field ads to "snow tagging."
In Barcelona, I saw this terrific education strategy: a sign on a cement wall that spelled out the name of a neighborhood conjugated in Catalan. Why don't we use sidewalks, road surfaces, walls, windows, or packaging as dual-function, educational tools? Imagine the possibilities in using surfaces for community education - displaying math problems, vocabulary, grammar tips, and much more.
In the U.S., Cambridge drivers are getting yoga advice along with their parking tickets. A strange mix, but think about the array of options.
What existing material or surface could you transform into a dual-function tool to deliver a message?