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Literacy Illusions, Bridge

Campaign
Agency Network: 
Published/Aired: 
August 2010
Greenville Literacy Association:  Literacy Illusions, Bridge

Description

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

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
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Highest Rated

atb2005's picture

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..

atb2005
Activity Score 13557
atb2005's picture

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..."

atb2005
Activity Score 13557
Guest's picture

Cool idea. I think it works well!

Guest
jamesrothenburg's picture

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

jamesrothenburg
Activity Score 554
Art Director
crow's picture

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.

crow
Activity Score 30
Other
HappyHour's picture

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

HappyHour
Activity Score 2381
atb2005's picture

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

atb2005
Activity Score 13557
jackmancer2017's picture

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

jackmancer2017
thewrightbrain's picture

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

thewrightbrain
Activity Score 6
Planner at MDT Direct, Inc.
NYinjune's picture

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

NYinjune
Activity Score 32
ny
Roger Keynes's picture

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

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

atb2005's picture

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..

atb2005
Activity Score 13557
Roger Keynes's picture

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 ;)

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

John van de Vorstenbosch's picture

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'.

John van de Vor...
Activity Score 216
Copywriter at Hansnel Group
NYinjune's picture

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.

NYinjune
Activity Score 32
ny
Anonymous Author's picture

Only literate people will get it.

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

Dzsoi's picture

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.

Dzsoi
Activity Score 8611
Copywriter
Guest's picture

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
Guest's picture

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

Guest
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