Greenville Literacy Association: Literacy Illusions, Bridge

Advertising Agency: bounce, Greenville, SC, USA
Creative Director: John McDermott
Associate Creative Director: Stephen Childress
Art Director: Barry Godfrey
Designer: Marlena Sigman
Designer: Melissa Nocks
Traffic/Production: Kristin Patterson
Printer: TPM
Published: August 2010

18 comments

atb2005's picture
atb2005
13567 pencils

This would have been a great campaign if it wasn't for all the hints. What's the point in asking someone if they can "figure out how to do something" if you are telling them how do it yourself? To turn the campaign into a real game, I would have said "look around for clues" instead of "go up the stairs and..."

Guest's picture
Guest

Cool idea. I think it works well!

jamesrothenburg's picture
jamesrothenburg
554 pencils

I agree, I thought this was pretty nice until I got to the hint that explains exactly what to do. Probably a client note.

crow's picture
crow
30 pencils

I think it works either way. Great work if you ask me. I'll bet you still had to do some maneuvering to figure it out.

HappyHour's picture
HappyHour
2385 pencils

No call to action? Just seems like cool urban art to me.. not yet an advertisement.

atb2005's picture
atb2005
13567 pencils

The sign says there's clue on top of the railing. That's where the "call to action" is.

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

You can actually read it only using the top half I suppose.

thewrightbrain's picture
thewrightbrain
6 pencils

jamesrothenburg is right. It probably was a client note. They usually have a way of taking the perfect cocktail and watering it down...

NYinjune's picture
NYinjune
32 pencils

This one is my favorite. There is a video link on the elevator one that shows how everything works.

Roger Keynes's picture
Roger Keynes
5498 pencils

...because LITERACY means the ability to read. Get it? ffs

The Jobless Writer
Will Think for Salary

atb2005's picture
atb2005
13567 pencils

Yes, that's exactly what literacy means. The ability to read and write.. Sorry, no long copy here, mate. Just some cool art which is a lot more likely to engage people's attention than a boring page long copy in the local newspaper..

Roger Keynes's picture
Roger Keynes
5498 pencils

Our long copy bitch is sooo yesterday, atb.
Today's exchange is having to over explain ideas for them to work.
And, from now on, let's keep our snipes brief.
We're boring everyone.
Speak soon. x ;)

The Jobless Writer
Will Think for Salary

John van de Vorstenbosch's picture
John van de Vor...
216 pencils

I think HappyHour already put it into words: this is nice street art, not advertising. Lose the childish explanation and connect the art to the 'effort of learning how to read'.

NYinjune's picture
NYinjune
32 pencils

atb2005 is right. It's more than an ad. It's a puzzle and an installation that gets people's attention. A whole lot better than some typical print ad or billboard. Kudos to a cool idea. It seems pretty straight forward to me to understand as well.

Anonymous Author's picture
Anonymous Author
1541 pencils

Only literate people will get it.

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

Dzsoi's picture
Dzsoi
6363 pencils

Agency:
- So we would put just a little hint there...

Client:
- By 'hint' you meant exact instruction? Totally agree.

Agency:
- But... then it won't be a game.

Client:
- I don't care if it looks like a fcking game or not. I want all people to get it and move their ass up there.

Agency:
- They just won't. It will be boring and bossy.

Client:
- Could you just send me the design till 4 and shut the fck up? Thank you.

Guest's picture
Guest

Bounce owns ambient lately. Way to go. BTW...there are other elements to this project I've seen in the area that have a direct link to the effort of eliminating illiteracy...this was just one of the flagship pieces in the effort. Nice work G'vegas

Guest's picture
Guest

This is a nice idea. Good job! I have not seen anything like this before.

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