ADwërks Intentionally Confuses The Public With Big Blue Xs

Ok, maybe the word “confuses” is not entirely accurate, but I don’t feel comfortable putting blogx3the word “titillates” in a headline. Anyway, you may have noticed a bunch of blue metal Xs lining the streets of downtown Sioux Falls. And if they left you wondering, “What the heck is with all these Xs?” then we did our job.

Jim Mathis – ADwërks President, Certified Advertologitst™ and Sweater Vest Aficionado® – is also the President of the SculptureWalk board, so ADwërks donates our services for its marketing. Jim went to bed one unseasonably cold March night, only to awake after dreaming of Xs (as in the letter, not the ex’s that George Strait sings about). His revelation was that the X is the perfect motif for the 2013 SculptureWalk season, and so the titillating campaign was born.

So, what the heck is with all these Xs? Well there are three answers to that question. First, by placing the Xs on the empty sculpture stands, they promote the 2013 sculpture lineup with the tagline “X Marks The Art,” which we included in the window posters we put up in downtown shop windows and ads in area publications. Secondly, X represents SculptureWalk’s 10th anniversary this year. And finally, the signs promote the SculptureWalk eXpo, an event this weekend in celebration of SculptureWalk’s decade milestone. It will be the single largest free indoor sculpture exhibit in the upper Midwest, featuring 250 sculptures on display and on sale along with free sculpture-making seminars.

blogx2

With this campaign we hoped to create an intriguing spectacle by placing these Xs on Phillips Avenue, Main Street and 8th Street. The enigmatic nature of the simple X is just mysterious enough to spark curiosity in passersby, motivating them to find out more, which is why we put stickers on the Xs that explain their purpose.

If you still haven’t seen the Xs, head downtown today (Phillips Avenue has the most signs) and have a gander before they’re replaced with new sculptures early tomorrow morning. And if you’re looking for something titillating to do this weekend visit the SculptureWalk eXpo at the Washington Pavilion, Saturday 12pm-10pm and Sunday 12pm-4pm, and check out the new sculptures downtown.

– Andrew