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Literacy Illusions, Elevator

Campaign
Agency Network: 
Published/Aired: 
August 2010

Description

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.

Ambient advertisement created by Bounce, United States for Greenville Literacy Association, within the category: Public Interest, NGO.

Watch the video too: http://www.youtube.com/watch?v=HvNtWSZ7RSg
Advertising Agency: http://thebounceagency.com">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
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atb2005's picture

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.

atb2005
Activity Score 13557
Guest's picture

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

Guest
crow's picture

Really nice idea. I like it.

crow
Activity Score 30
Other
HappyHour's picture

What a shame.. next time hire a copywriter!

HappyHour
Activity Score 2381
Hibon's picture

Interesting but... "forced idea".

Hibon
Activity Score 3734

Simple ideas are the best !

Roger Keynes's picture

ditto

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

Guest's picture

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

Guest
NYinjune's picture

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

NYinjune
Activity Score 32
ny
Roger Keynes's picture

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

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

atb2005's picture

Much explanation? lol

atb2005
Activity Score 13557
Roger Keynes's picture

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

Too much copy on that poster! ;)

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

Guest's picture

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

Guest
NYinjune's picture

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.

NYinjune
Activity Score 32
ny
Anonymous Author's picture

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

Anonymous Author
Activity Score 1541

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

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

Roger Keynes's picture

High five, AA! :)

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

TireSmoke's picture

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

TireSmoke
Activity Score 4
aRianna_.'s picture

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.

aRianna_.
Activity Score 281
Media Buyer at CultureSpan Marketing
Guest's picture

Ignore the trolls. This is a really nice idea.

Guest
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