Make it more uncomfortable
Recently, I’ve been thinking about when is the best time to get someones attention. How could your message be interpreted and received by editing simple variables?
I walk past this campaign / idea / initiative(?) every day
It’s very pretty. Well done Design team. Pretty stuff is the big idea of the Westfield mall. However, I can’t help feeling there are two huge opportunities missed here, and perhaps a vacant mall unit is not the place for this…
- Why are there no actual signs of homelessness here — just this sign?
- Why isn’t this positioned where dwell time meets audiences consideration — paying for your parking, walking out of the mall, next to the actual pavement?
I’m going to take a bet why.
Because it’s too uncomfortable for these brands to have these reminders next to your shopping session, the brief was about being pretty next to the other pretty retailers +use RFID please.
How effective is this thing if it’s not actually stopping people?
The space should be used to rotate a real story, a real person and real objects, that you have to really deal with as you pass through.
Make it more uncomfortable.