We were tasked with creating an OOH campaign for Maglite flashlights, specifically one that focused on using as few words as possible. We found that this would be a great opportunity to utilize the functionality of the product to our advantage, and literally let that light the way to our solutions.
Copywriter: Ryan Cuming
Another way we wanted our concept to show up in the world was with an urban billboard literally lit by a massive Maglite "flashlight." Using matte LCD screens, the lines on either side of the pointers would be able to change throughout the night, giving people walking by something new to catch their attention.