Seamless out-of-home (2015)
Without a campaign specific URL, QR, or redemption code, it can be difficult to measure the success of non digital campaigns like this (they're more about brand awareness than performance/direct‑response). That said, orders went way up in the areas the campaign appeared and down when the media spend expired. Check out the social reactions at the end!
I opted for a minimal design approach so as to maximise the impact of the copy. When this launched there were no red campaigns in the subway, however several other all red campaigns launched 1-2 months later! I wrote half the copy and collaborated with a copywriter on the others.
Also included but not featured here were taxi tops, bus sides, in-elevator ads, digital and static urban panels, subway platform two sheets.
I opted for a minimal design approach so as to maximise the impact of the copy. When this launched there were no red campaigns in the subway, however several other all red campaigns launched 1-2 months later! I wrote half the copy and collaborated with a copywriter on the others.
Also included but not featured here were taxi tops, bus sides, in-elevator ads, digital and static urban panels, subway platform two sheets.
Half branded subway train The full half branded train used the all red for maximum shocking impact. Anywhere the ads appeared on their own we used the wood and food backgrounds with complementary graphic elements that formed a cohesive look echoing the all red pieces. Subway cars have a longer dwell time than usual so we could get away with slightly longer copy lines. The manspreading copy line was purposely used on print pieces that would be placed right next to seats where man-spreading most often occurs.
Subway clock billboard ads A great opportunity for contextually relevant advertising. We didn't waste the chance.
JFK airport wallscape graphics This got a lot of attention from New Yorkers returning home to the city and its comforts, eg. Seamless and our witty copy lines.
Social We prompted some great feedback via social media, some negative reactions too but that’s to be expected when you’re attempting to push the boat out. Lines we thought would do well didn’t, and vice versa. My favourite negative comment was the one accusing us of being anti‑immigrant, in relation to a line that was written by an immigrant, me!
The line about “manspreading” was also a huge hit, we purposely placed it right above where manspreading most often occurs on the subway in the hope that it would garner some attention. Which it did. Several people unknowingly fell into our trap and were secretly photographed and posted to social media, as had been our cunning plan all along… MuaHaHaHAAAA. The comments above were posted alongside pics of ads from this campaign.
PS. We hid secret New York Subway facts as Easter eggs in the legal copy!
My roles:
Concept
Art direction/Design
Photoshoot (liaison & direction)
Co‑Copywriter
Food Photography: Justin Walker
The line about “manspreading” was also a huge hit, we purposely placed it right above where manspreading most often occurs on the subway in the hope that it would garner some attention. Which it did. Several people unknowingly fell into our trap and were secretly photographed and posted to social media, as had been our cunning plan all along… MuaHaHaHAAAA. The comments above were posted alongside pics of ads from this campaign.
PS. We hid secret New York Subway facts as Easter eggs in the legal copy!
My roles:
Concept
Art direction/Design
Photoshoot (liaison & direction)
Co‑Copywriter
Food Photography: Justin Walker