Take a break from gimmicks.


To caution Australians against getting too much sun, the Peter MacCallum Cancer Centre’s ad agency came up with this gimmicky idea that we’ve seen this done before and better.

I mean, 1) you don’t even need to see the shadow to be able to read the message; 2) the majority of the day you won’t even see the message or it’ll be backwards; and 3) for a campaign that’s asking you to take a break from the sun, the sign doesn’t even offer enough shade that it could help you that way.

This is one case where the gimmick unfortunately took precedence over both the concept and the communication.



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