Loud Neon, Soft Voice
A summer campaign that shouts in colour and whispers in copy, running across billboards, buses and one very patient neon sign.
Client
Marlow & Co — Campaign
Year
2024
Category
Campaign
Services
Campaign, art direction, motion
(A)
The story
The brief
Marlow and Co needed to be noticed in a city where everything already shouts. The challenge was to stand out without adding to the noise.
The approach
We pushed colour to its limit and pulled the words back to almost nothing. Each placement carries a single quiet line, set in a typeface the size of a whisper, against a field of saturated neon.
A hand-bent neon sign anchored the launch. It changed its sentence every evening, and people started to come by to see what it would say next.
The result
Brand recall in the target audience rose from nineteen to forty-one percent, and the sign stayed up for the whole summer by popular demand.
