This was a distressed media opportunity, so we only had a week to go from concept to execution. Since the placements were on trains, I wanted to use the context to our advantage and create something that could hold people’s attention for a little longer.
The idea was to “trick” commuters into thinking they were looking at a train map, when it was actually showing the two routes you can take to getting things done: the express route with Airtasker, or the long way around with a whole lot of unnecessary (and sometimes unwanted) stops along the way.
It was a simple way to make the creative feel at home in the environment, while getting across the benefit of Airtasker in a fun, relatable way.
Role: Concept and headline development, art direction, creative direction.