The Challenge
While Belle Gibson is notorious in Australia, most Americans have never heard of her. The challenge was to create intrigue about Apple Cider Vinegar with passersby in Times Square in just fifteen seconds, without sound and without assuming any prior knowledge of the story.
Audience
US audiences unfamiliar with Belle Gibson or Apple Cider Vinegar.
Creative Response
The creative centred on immediate intrigue rather than explanation. Instead of attempting to tell the story, we focused on communicating the central tension – truth versus deception – through concise messaging and visually striking creative that invited curiosity within the constraints of a silent Times Square billboard.
My Role
Marketing Lead responsible for the New York Times Square billboard strategy and creative development.