In the tourism industry, advertising looks always the same. Photos of beautiful scenery, cool lifestyle photo to make you feel like you are missing out, or cultural imagery to show the deep history of the place. There doesn’t seem to be much space for innovation.

Vancouver-based design and advertising agency One Twenty Three West did find a way to innovate by promoting the city’s vibrant street art through mysterious campaigns on billboards, posters, or apps.

The simple visuals describe the street art pieces with a few words, then give you a location and these words: “You’ll get it when you see it”. By teasing the tourist’s curiosity, the campaign give you a sense of the unexpected that you will never get when you are queuing for two hours to see some old monument. It is also an amazing way to promote the contemporary art of street artists.

About the Author

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Mirko Humbert

Mirko Humbert is the editor-in-chief and main author of Designer Daily and Typography Daily. He is also a graphic designer and the founder of WP Expert.