In Brief

BBDO and Bombay Sapphire's new campaign replaces boring advertisements with the work of emerging artists

Ad Agency BBDO and Spirits manufacturer Bombay Sapphire created Artifier, a browser plugin that switches out banner ads with fine art. As a new type of ad blocker, the plugin aims to put focus back on the page content rather than serving as a distracting element on the web. If users do decide to click on a piece, it redirects to a page where visitors can vote for different artworks—highlighting new and emerging artists.

As advertisement CTR is approximately 0.17% (across all advertising formats and placements), advertisers are constantly looking into how to generate more value from online ads. Cleverly, the Bombay Sapphire plugin relinks all banners to content hosted by its site—literally leading all internet banner ads its way.

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