A Tampa ad agency wants to bring hope to locales in need of it after Hurricane Irma, and they're using parts of billboards damaged by the storm to do it.
- 22squared using tatters from billboards for messages
- Once message chosen, letters chosen from damaged billboards
- Messages will be posted in hard-hit communities
22squared is taking tattered and torn vinyl pieces from damaged billboards all over the state and turning them into words of encouragement.
"Highways are lined with all the storm-damaged billboards, and we’re actually taking the stuff that Hurricane Irma destroyed and we’re using it to give back to the community," said Luke Sokolewicz, senior copywriter at 22squared.
"We’re crafting messages from all the remnants of these billboards, these torn up vinyls that were donated to us, to drive people to donate their time and some money to Volunteer Florida, which is a large nonprofit in the state which helps with disaster relief cleanup," said Garen Boghosian, Associate Creative Director.
Once the group decides on a message, letters are selected from the stacks of damaged billboards.
“We first tape them down, we’re poking holes in the letters and we’re actually stitching them together with zip ties to form a message, said Sokolewicz.
Messages of hope that will be spread across the state, especially in areas hit hardest by Irma.
"Lamar Advertising South Florida” donated the vinyls and will donate space for the new messages. The hope is that each message, each repurposed billboard will encourage people to help with hurricane relief.
"We’re hoping that this will you know shine a light on a little bit of hope in our community that even though we’re torn up and a lot has been damaged, but there’s still hope out there and we can still come together as a community and you know give back with our time and our money to help those who are still in need," said Sokolewicz.
“We wanted to show that we are united as a community and we can all help,” said Boghosian.