To promote the Vancouver Mural Festival (VMF), design agency One Twenty Three west has created some smart advertising for the murals. Instead of actually showing the murals, it reads a cryptic, intriguing text, accompanied by a location. “You’ll get it when you see it.” This kind of advertising turns traditional billboard messages into an exciting artsy urban easter hunt while exploring the city.
People in general, don’t like to not understand things. That’s why many can’t stand magicians. Confusing people (romantic forest brain face) and offering them a solution (go see the mural!), triggers curiosity and motivates people to go and discover what the message is about.