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.
Bharatiya Streeshakti is a not-for-profit organization that painstakingly strives to uphold women’s rights. They wished to stop the menace of domestic violence by encouraging women to report abuse, which due to impending social stigma was never reported. Following the “If we don’t know, we can’t help” theory, the idea was to dramatically bring this hidden issue out into the open and let these abused women know that the NGO was there for them.
LET THE PAIN OUT! A simple idea printed on vinyl and pasted on walls of residential buildings drove home the point in the most economical yet powerful manner. Crowds gathered stunned at first, only to realize the gravity of the message.
‘Domestic violence needs a voice. Yours.’ These posters with contact details were then distributed.
Here’s media innovation at its simplest! A unique ambient idea that got Delhi’s streets drooling!
Why : Nirula’s, one of the earliest fast food chains in New Delhi, revamped their menu introducing new Indian items of which kebabs was expected to be the show stealer. Besides informing customers about this, they also wanted to reiterate the fact that though there was intense competition from McDonalds, KFC and Pizza Hut now, they were still an on-the-go food favourite.
Idea : STREETLAMP SKEWERS.
One morning New Delhi woke up to a delicious surprise in the form of a visual treat. 12 ft high streetlamps near Nirula’s outlets had turned into skewers overnight with succulent kebabs on it! They teased, slowed down traffic, made people smile and take photographs and of course had them rushing for the real stuff at the adjacent outlets.
Result : The kebabs became an instant hit and the most preferred dish at Nirula’s outscoring other dishes by 3:1. Footfalls jumped by 30%.
A skewerful of awards apart, this idea is also taught as a case study in OOH media.
Aseema, an NGO, wanted to promote the cause of educating street children. With a negligible promotional budget, the challenge was to get affluent citizens of Mumbai who are largely apathetic to this need, to take notice. If the idea strikes a chord, they would act.
The ubiquitous storm drain was transformed into an abacus! Not only did the idea get traction but it was also awarded with a WPPed Cream Silver by WPP London.