Can you connect the dots?
Ad agency Essencius recently launched a teaser campaign in Denmark touting stevia- and cane-sugar-sweetened Coca-Cola Life, but only about 5 percent of the population could actually see the message.
That’s because the copy was “hidden” in an image that looked liked blobs of greenish-brown bubbles to most viewers. (Technically, they’re called reverse Ishihara images.) Color-blind people, however, saw the word “Life” nestled within the design.
“Our idea is based on the premise of engaging many by targeting the few,” explains Essencius managing partner Brian Orland. “Surprising people and getting them curious about the hidden message in the campaign has had a great impact on the engagement rate.”
The images appeared in digital ads, social media, outdoor installations and at department-store sampling sessions. According to the agency, the unorthodox approach generated substantial earned media, reaching more than 17 percent of the Danish population between 10 and 60 years old. – Adweek
Vintage Coca-Cola Ad in Aarhus, Denmark – Dr. Andrew Irving PLUS! Recent Cryptic Coca-Cola Advertising in Denmark
The Dauphin Hotel was an establishment located on the west block front of Broadway between 66th Street and 67th Street. In 1958 the ballroom of the hotel was behind Julia Murphy’s Bar. The Dauphin Hotel was demolished as part of the excavation for the Lincoln Center for the Performing Arts. By 1964, the site was taken by the Empire Mutual Insurance Group building. This edifice also occupied the space where the Marie Antoinette Hotel previously stood. – Wikipedia