Shopping between the lines
To promote Valentine’s Day gift shopping, we created three backlit posters in the Centre that were targeted to men. The creative played off of the cliché that what a woman says isn't always what she really means. That idea of reading between the lines worked into the design concept, where words formed what “she” really wanted. Since the posters were up for a short amount of time, we chose bright neon colours to make sure they popped. While shoppers spent time decoding the headline and the joke within it, we were able to engage with them in a fun, tongue-in-cheek way.