When Adobe approached me to create a recruitment ad for a newspaper, what they didn’t anticipate was a high impact and most relevant installation idea that would create tremendous word-of-mouth and get viral.
When a company like Adobe owns beautiful iconic properties like Flash, Illustrator, DreamWeaver etc. that the world swears by, let them talk for themselves. The fact that these icons are brightly coloured boxes, would make this ambient idea fabulous to the eye and unmissable.
TALENT CANNOT BE BOXED IN. At Adobe, you have the freedom to create. Keeping this idea as a public installation helped add that secondary level dimension.
The newspaper went out of the window and hiring truly went out-of-the-box with these 3D LOGO BOXES FOR HIRE installations at central business districts and office complexes.
When a great idea plays out before one’s eyes, even if the medium is static, it gets incredibly sticky. When the idea takes shape outdoors, it not only attracts eyeballs but becomes a hot talking point as well.
Most recruitment ads of IT companies follow the tried and tested formula of dangling the ‘innovation’ carrot to the prospect. NetApp also had the same formula so how do you ensure the communication get eyeballs and on a billboard that has limited viewing time?
Add an idea that gives a new spin to story and the billboard seems to stake a fresh claim.
This is a simple yet powerful idea that I believed was worth experimenting on.
Premise : People tend to get aggressive and violent when they drink themselves silly. Even beating up family members!
Need : To warn people against domestic violence and physical abuse, especially when in an inebriated state, the idea must have a shock-effect to shake them off their wits.
Idea : We designed innovative coasters and placed them at several bars. Impact is a small word that this action had and how?
In the beginning the coaster is white. When a glass is placed on it, its wetness begins to act on the special coating on the coaster’s surface, slowly revealing an image. The more drinks one has, the image gets clearer and clearer till one sees the face of a physically abused woman.
Specially treated with magic ink, the white surface on the coaster becomes transparent when it comes in contact with any liquid thereby revealing the image. And I dare say that this image is awful enough for the high to get sober in a trice.