Goodr, a brand that makes sunglasses, has launched its first large-scale awareness campaign in collaboration with Lamar Advertising, an OOH billboard advertising business, according to a company press release.

Goodr was founded in 2015. The brand was initially only available as a direct-to-consumer product and has since expanded its footprint to include over 5,000 retail stores including Dick's Sporting Goods, Nordstrom and REI.

For the OOH awareness campaign, Goodr wanted something "weird" to match its style, but also an ad that was promotionally eye-catching.

The brand pinpointed Carl, Georgia, a town with a population of 269 located 43 miles from Atlanta. Carl the Flamingo is Goodr's mascot and honorary CEO. To promote Carl the Flamingo to the citizens of Carl the town, Goodr worked with Lamar Advertising to purchase 10 billboards across the town and plastered Carl the Flamingo's face on them with the words "Carl, Meet Carl the Flamingo."

"Is this a priority market for goodr? No. Will we see a significant lift in sales by pursuing this campaign? Probably not. But we did it anyway because Goodr will always be a brand that does weird things just for the fun of it," CEO Stephen Lease said in the release. "Our approach to marketing is standing out, whether we're purchasing billboards in a small town in Georgia or sharing images of fully grown adults running a mile dressed up as meatballs, because why fit in when it's so much easier to stand out?"

The billboard campaign will run in Carl, Georgia, as well as in 13 additional markets across the U.S. Goodr will also be giving away over 200 pairs of its sunglasses at a local restaurant to show some love from Carl to Carl.

"Along with its proven ability to reach and engage consumers with a simple message, Out of Home offers brands like Goodr the opportunity to elevate awareness of their brand in an ultra-creative manner and within specifically targeted geographic areas," Ian Dallimore, VP of digital growth of Lamar Advertising, said in the release. "The 'Carl' campaign is certainly a great example of a brand using our billboard network in a highly unique way and we enjoyed working with the Goodr team to bring it to life."

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