In a time where digital screens dominate our landscapes, Extra Credit Projects (ECP) masterfully utilized the timeless canvas of outdoor advertising to craft a poignant tribute to Betty White, an icon whose legacy transcends the digital divide. Their Platinum award-winning “Betty White OOH Tribute” celebrates the legendary actress and embodies ECP’s unique ability to blend creativity with heartfelt messages. Let’s explore the inspiration and execution behind their touching homage.
By: Rob Jackson & Jackie Foss
With a prolific history and niche in out-of-home advertising, Extra Credit Projects is a 21-time winner and a 58-time finalist of the OAAA’s prestigious industry OBIE Awards, and we are well-known in the industry for our work creating public service, tribute, and commemorative designs—some even claiming that we created this out-of-home category. We have a talented team of passionate graphic designers and art directors who are always ready and willing when something strikes close to our hearts. We have documented this 20+ commitment through our Reflect Book, published in 2020 (check it out at www.ReflectBook.org).
In this case, after the loss of legendary and beloved Golden Girls actress Betty White, our team at ECP quickly responded to honor her and her lasting legacy. Inspired by the late actresses’ famous updo and our knack for simplicity, our creative team, led by our executive creative director, Rob Jackson, and senior art director, Eric Lowe, executed this simple design. Featuring a heavenly skyline, the bottom edge of the message is delicately accentuated by just a touch of recognizable white hair.
Most of the time, these tributes start as something just for us—a way to communicate our emotions in a way that makes sense to us as creatives. But we also have a network of out-of-home partners that appreciate the extra effort we put into these messages, allowing us a large-format, widely distributed platform to broadcast the design. This piece was published by our client, the Out of Home Advertising Association of America, and through their network of member companies was shown on hundreds of digital out-of-home units from coast to coast across the US.
Beyond even public service, these messages from the heart go the extra mile to connect people when they need that connection the most.
Extra Credit Projects (ECP) is a Grand Rapids/Detroit-based advertising, design, and media agency that is powered by ideas and fueled by creativity. Since 2006, ECP has worked to develop regional and national brands, tell stories, and create integrated campaigns that drive measurable results. With an expert team boasting more than 75 years of combined experience, ECP’s mission is to deliver extraordinary work for extraordinary brands, clients, and causes.
