GENERALAIRE DEHUMIDIFIERS - print + outdoor + direct mail (tbt)
As a native Floridian, I never liked mold as much as I did while looking at it up close on a computer screen making this campaign.
Billboard
A timelapse of a billboard that actually grows mold to reveal its message.
Bus stop
A glass box containing humidity would grow mold to expose the ad.
Direct mail
A test sent to homeowners who haven't replaced their air conditioning units in 6 years or more to tell if they might have mold. Developed on humidity sensitive paper so the message only reveals itself if there's moisture in the air.
Created with an exceptional friend while deciding if I should be an art director or copywriter. Please email me if you think I’ve taken the wrong path.