Greenville Literacy Association: Literacy Illusions, Elevator

Watch the video too: http://www.youtube.com/watch?v=HvNtWSZ7RSg

Our goal was to let people know where there money goes when they support the Greenville Literacy Association's annual book sale. The idea was to come up with an interesting and engaging way to put our target in situations where they had to figure out how to read again. Utilizing illusions, we were able to create an eye catching and intriguing way to get people to interact with the advertising. It ended up not feeling at all like advertising and more like a puzzle or installation. Voracious readers are curious by nature, and the illusions were a way to tap into that natural curiosity. The illusions also created a simple, yet profound metaphor for what an illiterate person experiences as they try to learn to read. So it was all about tying the struggle to figure out the illusions with the struggle that many adults experience when trying to learn to read.

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

atb2005's picture
atb2005
13567 pencils

Is it hard to decipher the poster? Apparently, all you have to do is stand near the elevator and look up. An interesting concept nevertheless.

Guest's picture
Guest

Nice job! The illusions are a great way to describe the struggle of learning to read.

crow's picture
crow
30 pencils

Really nice idea. I like it.

HappyHour's picture
HappyHour
2386 pencils

What a shame.. next time hire a copywriter!

Hibon's picture
Hibon
3731 pencils

Interesting but... "forced idea".

Simple ideas are the best !

Roger Keynes's picture
Roger Keynes
5497 pencils

ditto

Will Think for Salary

Guest's picture
Guest

You need to watch the video link. I think it is a great concept!

NYinjune's picture
NYinjune
32 pencils

Congrats! I really like this a lot. There is a video link at the top too so you can see how it works. Cheers.

http://www.youtube.com/watch?v=HvNtWSZ7RSg

Roger Keynes's picture
Roger Keynes
5497 pencils

Don't like ideas that need so much explanation to engage.
The hole poster should work... up there.

Will Think for Salary

atb2005's picture
atb2005
13567 pencils

Much explanation? lol

Roger Keynes's picture
Roger Keynes
5497 pencils

'CAN YOU READ THE POST ABOVE THIS POST', atb?

Too much copy on that poster! ;)

Will Think for Salary

Guest's picture
Guest

One sentence on a poster is too much copy? HA!

NYinjune's picture
NYinjune
32 pencils

What's to explain? Pretty simple to get the idea if you ask me. What's wrong with making people work to figure something out? There is a call to action. Watch the video.

Anonymous Author's picture
Anonymous Author
1541 pencils

Nearly excellent. Smart is good. Hints are too obvious.

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

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

Roger Keynes's picture
Roger Keynes
5497 pencils

High five, AA! :)

Will Think for Salary

TireSmoke's picture
TireSmoke
4 pencils

Hey. This is really nice work and a great concept. Bueno!

aRianna_.'s picture
aRianna_.
281 pencils

I love advertisements that go beyond a piece of paper and actually reach out to the audience and invited them to interact with it. It's like playing a little game to make the message more present.

When someone decides to take part in the concept by standing underneath the elevator door and reads the poster, it's the very first encounter between client and product or service provider. It is then, when and why it becomes a successful campaign.

Guest's picture
Guest

Ignore the trolls. This is a really nice idea.

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