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
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18 Comments
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..."
Cool idea. I think it works well!
I agree, I thought this was pretty nice until I got to the hint that explains exactly what to do. Probably a client note.
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.
No call to action? Just seems like cool urban art to me.. not yet an advertisement.
The sign says there's clue on top of the railing. That's where the "call to action" is.
You can actually read it only using the top half I suppose.
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jamesrothenburg is right. It probably was a client note. They usually have a way of taking the perfect cocktail and watering it down...
This one is my favorite. There is a video link on the elevator one that shows how everything works.
...because LITERACY means the ability to read. Get it? ffs
Will Think for Salary
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..
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 ;)
Will Think for Salary
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'.
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.
Only literate people will get it.
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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.
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
This is a nice idea. Good job! I have not seen anything like this before.