Fashion week marketing without a runway show
You don't need a runway show to own fashion week. Here's how brands show up on the streets.
History of Wild Posting
Activations
Guerrilla
Wild Posting, Posters, Fly Posting, Affichages and more….
Putting up posters in unexpected city spots and open walls is one of the earliest forms of guerrilla marketing.
It started in the late 19th and early 20th century when artists and political movements used walls and utility boxes to spread their message cheaply and directly. In the the ’70s and ’80s the music scene adopted it: punk bands, hip-hop collectives, and club promoters turned the street into their billboard. Nowadays you still can see a lot of cultural posters and unique label designs but it’s popular fashion brands too.
Why posters?
The guerrilla effect, it surprises passersby in places where they don’t expect advertising. It feels less commercial, more connected to subculture and street life.
Mass impact: a wall covered with the same poster creates urgency and visibility; cheaper than traditional OOH while still reaching wide audiences.
Wild posting is effective because it taps into curiosity and the energy of the streets. It remains a favorite tool for brands that want to stand out without being standard.
Here is the latest video from us about Dublin’s poster stage.
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