A4e wanted a low-cost, high impact solution to encourage the long term unemployed on incapacity benefit to find work. Working from an already existing government incentive, and after a period of focus group research, this ‘below the surface’ concept was the chosen route of six. The concept used ambient media and guerilla advertising techniques to ensure the maximum impact possible to engage this notoriously difficult target audience. The campaign used memorable ‘double take’ style advertising and art direction to fool the viewer that the message was ‘below the surface’. Below are also a selection of other concepts proposed as part of the consultation process.
