Worn Once

The client gave me creative freedom, so I considered marriage-related mistakes, the first of which, for some, was getting married.  Once I had the copy, I was image-driven to find a wedding dress that juxtaposed a bold font with lace, rendering a 3D look without the 3D cost. To make the dress feel life-size, I used extensions and the billboard as a backdrop to hang it.

The unconventional approach and vanity domain I created to support the headline, practice area, and location made me think this idea would be overlooked among the concepts presented. To my surprise, the client replied, “This is the one; I'm buying the domain now."

 

An unexpected twist came when I received the proof of purchase (POP) photo after the creative was up. I was initially shown the board location next to a nondescript building. The POP revealed a different angle; the building was a Baptist church. The context amplifies the impact of this creative, making it look intentional even though it wasn't, but the client knew...

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