CONEY ISLAND. IT'S NOT WHAT YOU THINK.
Life is full of surprises, a lot of times we find that what we think to be true isn’t and vice versa. Using a combination of humor and basic human curiosity, we created an attention-grabbing campaign with mass appeal. We want the ads to create a feeling that can be used as an analogy for Coney Island and what is for New Yorkers. It’s not what you think. It can be funny, amusing, entertaining, and unexpected.
Art Direction: Jermine Hodge I Copywriting: Brittany Wright & Gigi Tekat
Print Ads - Show bold double entendres that can be perceived as inappropriate/raunchy but are determined to be descriptions of Coney Island amusements.
Interactive - Using the same raunchy concepts, we created an interactive 2D ad with a bold headline to capture the audience's attention. Except these ads will be placed where bystanders are beckoned to interact with, such as bus stops. Bystanders can check the required height to ride and gain some interesting insights on Coney Islands Cyclone.
Curveball- The AccuWeather announced a heatwave for 6 days. To capitalize on this phenomenon we created a coupon that advertises major discounts (50% OFF) on Wild River Ride. This coupon will be redeemable online and at Coney Island ticket booths. For these ads, we used PPC (Pay-Per-Click) services: The ads will be placed based on behavioral retargeting, webpages, and social media sites.
Magic wands used on this project: