CASE STUDIES

• MARKETS:
• Los Angeles
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• FORMATS:
• Bulletin

Lil Nas X is an American rapper, singer, songwriter, and LGBTQ icon, whose country rap single “Old Town Road” achieved viral popularity via TikTok in 2019 earning him diamond certification. Columbia Records came to MilkMoney to secure a prominent billboard in West Hollywood as the backdrop of the very content that would be used to help announce the release of his much anticipated follow-up record, “HOLIDAY.” This specific billboard on the iconic Sunset Strip was selected because as a stand-alone structure on Sunset this unit stood out from all the noise on the Sunset Strip, it was located on the corner of a high traffic 4 way intersection generating millions of impressions, and it happened to be in the middle of a large parking lot which would allow for the safe filming of social media content. 

To help enhance the already over-the-top, festive, and eye-catching creative, we decided to add top and bottom extensions to the creative as well, giving us the extra pop Lil Nas X was hoping for.