Travis Scott kept his fans guessing when his highly anticipated new album would be released, with a cryptic OOH campaign that spanned months.
First, there were paparazzi photos of Travis Scott’s bodyguards, handcuffed to a brown briefcase that had ‘Utopia’ written across it. Then there was a series of billboards asking “Looking for Utopia?”, the next one you passed said “Psst….”, then the next one said “Wrong Way!”. After that, a billboard was posted above a liquor store that read “Is it in the liquor store?” accompanied by an analog clock that read 7:21. Next there was a billboard that showed the combination lock to the briefcase that hinted again at that “7-21” number. Lastly, (and where we came in) a billboard-sized Utopia briefcase with 3D handcuffs and a handle to bring the entire campaign full circle.
The 12ft tall handcuffs were CNC foam carved, hard-coated, and painted, with a graphic vinyl applied to the front surface. The 8ft long handle was also CNC foam carved, hard-coated, and painted.