Display Technology

Extra Credit Projects gets help from sunny days to promote hospital

Provided Extra Credit Projects

August 10, 2021

Extra Credit Projects, a digital marketing and advertising agency based in Grand Rapids, Michigan, is promoting Mary Free Bed Rehabilitation Hospital and its recovery services through a bright, roadside DOOH campaign, according to a company press release.

As part of a summer outpatient campaign, ECP set out to use the sun as an essential part of the creative, relying on sunny days and positioning to complete the message.

"An execution like this takes a courageous client, but also a lot of planning, engineering, and collaboration to become a reality," Jackie Foss, media director at ECP, said in the release. "From the perfect location, to the size of the extensions, to the simplicity of the design, every factor was taken into consideration to make this a success."

The billboard can be seen this summer driving north on U.S. Highway 131 in Grand Rapids, with the shadow effect shifting and changing through the summer. Mary Free Bed, based in Grand Rapids, is a not-for-profit, nationally-accredited hospital that opened in 1891.