WIth this magazine ad, I wanted to make the audience do a double take. Such a cute, endearing visual. Such a defeatist, negative message. That juxtaposition was done to get the reader to learn more about the programs at Boys & Girls Clubs which promote leadership and character building.
I chose a paper craft direction because it really fit the target we were trying to support and call attention to. Plus it was a fun way to deliver this message in a way that we've never seen Boys & Girls Club approach.