Responses by Enrique Renta, chief creative officer, DDB Latina Puerto Rico
Background: Walmart does not come to the top of people’s minds as a destination for eye care. Thus, we thought we could change that by offering an unexpected solution to the problem.
Reasoning: Many people recognize eyesight problems after attending an event in venues like theaters, concerts, games and shows. Afterwards, they might think that it’s time to check their prescriptions. We created an extreme situation by depicting the most distant seats available in each one of the events that may occur in these venues.
Challenges: Getting the client on board to allow us to go for a conceptual solution as opposed to the usual retail approach. I required a lot of trust to provide a little space for innovation and experimentation.
Favorite details: The overall design solution that maximizes the aesthetic possibilities of seating charts.
Anything new: Dealing with the rough artistic online designs made us sensible to the emergence of the brutalism trend, and we drew clues and gestures from architecture, computer programing and early internet interface designs.
Visual influences: We got inspiration from the ordinary visual language of online ticket sales services. We used a well-known graphic icon of the digital era, simplified it and made it monochromatic. In order to capture the essence, we researched many charts, colors and styles of seat maps. We then turned them into simple, playful and meaningful designs to deliver the message.
Alternative approach: The project started as a print campaign with a limited budget. Then, we set out to bring it to life as outdoor pieces placed at the very venues that we described. By doing so, the graphic concept became a site-specific communication. We believe that we should have started out with OOH ads.