Worked as the strategist on this project
For this campaign, my team and I wanted to highlight the excitement of doing a science project. Especially when done at home, science experiments can make you feel like your concocting a crazy potion. This campaign wanted to tap into that feeling of being a mad scientist.
This project was a billboard. During the day the billboard would look like any other billboard you'd pass on the highway. But at night, the true madness would reveal itself!
After nightfall, a words "Mad Scientist" would appear in a spray paint style writing and the image of a mad scientist be the shadow of the figure.
As the strategist of this project, I felt we needed to find a way to make the general billboard experience different. Our goal with this project is to get people talking about the billboards and other out of house advertisements. To get people questioning "did I really just see that?"
Other examples of advertisements for this campaign include bus stops and wall murals. With the wall mural we wanted to play more into the spray painting idea.
Allowing people to be creative and go outside their general comfort zone is something that Kiwi Co and their science boxes allow and we wanted our ads to reflect that.
Art Direction by: Alyson Berry
