Lamar Advertising and Rareform Launch Campaign Supporting Art & Sustainability
October 06 2015 - 12:47PM
Lamar Advertising Company (Lamar) (Nasdaq:LAMR), one of the largest
out-of-home advertising companies in North America, has partnered
with Rareform, a Los Angeles-based outdoor gear company that
repurposes billboards into unique bags and accessories, to launch
Art Lives. This unique sustainability campaign gives artwork and
billboards a second life as repurposed, one-of-a-kind bags and
accessories.
A photo accompanying this release is available at
http://www.globenewswire.com/newsroom/prs/?pkgid=36727
For the first installment of Art Lives, Lamar and Rareform
teamed up with world-renowned graphic artist Milton Glaser, who
designed the "I Heart NY" logo and developed memorable "Mad Men"
ads. Replacing an ad with artwork, Lamar installed Glaser's "It's
Not Warming, It's Dying" campaign on its billboard space located at
Crenshaw Blvd and W. 59th Pl. in Los Angeles. The artwork will be
displayed throughout the month of October. After Glaser's work
comes down, Rareform will repurpose the artwork, creating
limited-edition backpacks, messenger bags and accessories in the
first of its Artist Series collection.
"We're sharing artwork from Milton Glaser, the 'godfather of
graphic art', and transforming billboards in a way that people may
not have thought possible," said Rareform Founder Alec Avedissian.
"Art Lives promotes Rareform's and Lamar's shared commitment to art
and the environment, and we hope that it inspires people to do
more."
Lamar has had an exclusive partnership with Rareform since 2012,
supplying tons of PVC billboards that now accompany surfboards to
surf breaks all over the world.
"Lamar Advertising is committed to sustainable business
practices, and we couldn't ask for a better partner than Rareform.
The people at Rareform are amazing in many ways, and they give our
billboards a second life as backpacks, surfboard bags, wallets and
accessories," said Greg Gauthier, Director of Sustainability &
Product Research at Lamar Advertising Company. "The Art Lives
campaign tells the story of the Lamar/Rareform partnership. We are
proud to share this story by using billboards to promote the work
of such an iconic artist, giving Milton's artwork a second life as
well."
Approximately 500,000 people will see the billboard during the
course of the campaign. "Typically billboards are viewed by people
as a purely commercial vehicle for distributing a message," said
Michael Cossota, Sales Manager of Lamar Advertising of Los Angeles.
"This campaign gives us the opportunity to showcase artwork and
enhance an urban environment. We're excited to share the artwork
with people right here in Los Angeles."
Rareform will manufacture approximately 300 limited-edition
backpacks and messenger bags from the Milton Glaser billboard in
Los Angeles. The number of products will be constrained by the
quantity of repurposed billboard material available for use, truly
making this a "limited release". Scrap pieces will be turned into
lapel pins and key chains with the intent to repurpose all of
Glaser's artwork into a second life in another form.
"At Lamar, we are constantly trying to push the boundaries of
the out-of-home media space we occupy," said Allie McAlpin,
Communications Director of Lamar Advertising Company. "By working
together on Art Lives, Lamar and Rareform are privileged to have
the opportunity to offer something not only noteworthy, but also
noble. We are helping to promote the message of sustainability with
tangible art pieces which can be used by people in their everyday
lives."
At the end of November, Rareform will host a gallery showing in
Los Angeles. The exhibit will feature exclusive videos, photos and
products from the Art Lives project, as well as some of Glaser's
other famous work.
Please visit http://igg.me/at/art-lives to purchase
limited-edition products from Milton Glaser's billboard or to learn
more about Art Lives.
About Lamar Advertising Company
Founded in 1902, Lamar Advertising Company (Nasdaq:LAMR) is one
of the largest outdoor advertising companies in North America, with
more than 315,000 displays across the United States, Canada and
Puerto Rico. Lamar offers advertisers a variety of billboard,
interstate logo and transit advertising formats, helping both local
businesses and national brands reach broad audiences every day. In
addition to its more traditional out-of-home inventory, Lamar is
proud to offer its customers the largest network of digital
billboards in the United States with over 2,000 displays. Please
feel free to explore our website www.lamar.com or contact us for
additional information.
About Rareform
RAREFORM is a sustainable outdoor gear and lifestyle brand
committed to creating goods made from upcycled billboards. Since
its inception in 2012, RAREFORM has grown from initially creating
just surfboard bags to currently offering a wide array of bags
including backpacks, totes, wallets, laptop sleeves, and more.
RAREFORM's products are durable and weather-resistant, and each has
a one-of-a-kind design. Aside from upcycling billboard materials,
RAREFORM is committed to giving back through the environmental
campaign 1% For The Planet. For more information, please visit our
website www.rareform.com.
CONTACT: Press Contacts:
Alec Avedissian
Rareform
(805) 419-3507
alec@rareform.com
Allie McAlpin
Lamar Advertising Company
(225) 926-1000
amcalpin@lamar.com
Kara Morin
Rareform
kara@rareform.com
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