Ignite — All In One Search
Client: Rogers // Agency: Critical Mass // Date: 2019 // Medium: Banner ads
"People are confused about the benefit of the all-in-one search feature. We need multiple versions of banner ads that communicate more information than should ever be included in a three-frame animation. Focus on "family movie night." And we need to present these tomorrow."
Okay, they didn't brief it in exactly like that. But it was one of "those" nights.
Rogers had been using "search seamlessly" as a value prop, which I believed was worth evaluating. I proposed testing "fully integrated" in one of the three concepts, which each illustrated the benefit of the search function in a different way.
The result: Instant approval. I was told the brand manager was ecstatic, and walked the halls of Rogers HQ showing this off to everyone who'd listen.
Just as quickly, the project was "put on hold." I still don't know if it ever ran.
It was a fun 36 hours, though!