Steganography: A New Approach to Billboard Advertising

A Creative and Engaging Concept for Invisible Advertising

Hughes' design uses polarising film and carefully controlled light to create invisible messages that can only be seen by the intended target audience. This unique approach to advertising offers a fresh and exciting way to engage with consumers.

One of the key strengths of this concept is its versatility. It can be applied to various advertising mediums, including billboards, shop front facades, and partitions. For example, a single billboard space can run two different campaigns simultaneously, targeting pedestrians and public transport users with slightly different messages. By covering the windows of buses, trains, or taxis with polarising film, the advertising on the billboard becomes visible only when in line of sight, creating a dynamic and interactive experience.

The design features a 60x40cm box with a 20cm diameter glass vase, although the size can be adjusted to fit different spaces and budgets. The box houses the polarising film, glass cylinder, and a battery-powered motor that turns the platter. An electroluminescence sheet adds an extra layer of visual appeal.

Aside from its commercial applications, this concept also has the potential to assist visually impaired individuals in navigating public spaces. By incorporating subtle signage using the same polarising technology, landmarks and other locations can provide helpful information to those who need it.

During the design process, Hughes faced challenges in creating the mechanical components and ensuring the final layout was visually appealing. However, his dedication and belief in the power of polarising light and wavelengths drove him to overcome these obstacles and create a truly innovative advertising solution.

This design project was completed at the Matthew Bolton College in Birmingham, U.K., from February to May 2011. Since then, it has garnered recognition and accolades, including a Bronze A' Design Award in 2012. This prestigious award recognizes designs that demonstrate creativity, resourcefulness, and a commitment to improving quality of life.

With the increasing restrictions on outdoor advertising in cities around the world, the need for new and exciting solutions is greater than ever. Steganography offers a fresh and engaging approach to billboard advertising, making it an ideal choice for brands looking to captivate their target audience in a unique and memorable way.