IT SKEWS
TOWARD
THE YOUNGER
DEMO

  • ATL

  • mobile

CLIENT: Nowa Era Publishing House
BRAND: Rebel.to
CAMPAIGN: Don’t be a muttonhead!
Download before the test!

  • ATL

  • mobile

IDEA:

The client approached us to come up with a poster that would practically force middle schoolers to download a learning app. Hmm... Something’s off here. You can’t force middle schoolers to do anything, especially if it involves learning. Granted, education is crucial, but they just don’t see it yet. With that in mind, we created what was probably the first ever commercial anamorphic poster.

The client approached us to come up with a poster that would practically force middle schoolers to download a learning app. Hmm... Something’s off here. You can’t force middle schoolers to do anything, especially if it involves learning. Granted, education is crucial, but they just don’t see it yet. With that in mind, we created what was probably the first ever commercial anamorphic poster.

To boost downloads of the Rebel.to learning app among a difficult target audience, we created the first ever commercial poster made using anamorphosis.

It basically forced you to look at things differently. Rethink your point of view. The app was all about improving test scores, so at the risk of skewing young minds, we encouraged the students to just go ahead and cheat... It helped that the words for ‘cheating’ and ‘downloading’ are the same in Polish!

To make this attention-grabbing poster, a technique known
as anamorphosis was used.

It’s been no secret to artists, but never before was it used in a commercial poster. Under the supervision of the Polish master of anamorphosis, Ryszard Paprocki, we designed an anamorphic image of a dear (a word which in Polish also means someone clueless, a muttonhead). Only by being looked at through a smartphone camera, did the beast reveal its true shape.

This was a closely watched project.

Every detail mattered; every shade and dot and line. Things got a bit shifty, but really, it was just a simple procedure, once you put matters in perspective.

*No animal was harmed in the process of creating this project. No middle schooler was harmed, either.

SO YOU’D
LIKE TO BE
A ‘FIRST EVER’,
TOO?