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
18 Comments
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.
Nice job! The illusions are a great way to describe the struggle of learning to read.
Really nice idea. I like it.
What a shame.. next time hire a copywriter!
Interesting but... "forced idea".
Simple ideas are the best !
ditto
Will Think for Salary
You need to watch the video link. I think it is a great concept!
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
Don't like ideas that need so much explanation to engage.
The hole poster should work... up there.
Will Think for Salary
Much explanation? lol
'CAN YOU READ THE POST ABOVE THIS POST', atb?
Too much copy on that poster! ;)
Will Think for Salary
One sentence on a poster is too much copy? HA!
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.
Nearly excellent. Smart is good. Hints are too obvious.
Write a wise saying and your name will live forever – Anonymous.
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High five, AA! :)
Will Think for Salary
Hey. This is really nice work and a great concept. Bueno!
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.
Ignore the trolls. This is a really nice idea.