The brief began with an outdoor media opportunity for a campaign whose spending was largely concentrated in measurable digital channels. The task was to give the posters a clear role in that wider campaign, with a way to understand what they contributed.

Dawkins’s ideas offered a natural point of tension. A statement about religion or belief could provoke an immediate response from someone passing it in the street. The creative opportunity was to give that response somewhere to go.

I proposed turning the campaign into an argument the city could participate in.

Each A0 street poster would carry a single Dawkins quotation and a QR code. People could scan to agree or disagree, see how others had voted, explore the remaining claims and continue to the event page. The same posters could also work as a simpler execution, with the QR leading directly to the website.

The more ambitious route connected the posters to a proposed 2 × 3-metre digital display on Queen Street. It would show the percentage split for each claim, making the responses part of the next piece of advertising. Daily creative updates were proposed as an alternative to a real-time feed.

Each poster would have its own QR code, allowing responses to be compared by location and quotation. The voting patterns would also give the social campaign fresh material: which statements drew agreement, which divided participants and how the responses changed.

I researched the quotations, developed the campaign mechanic and created the initial layout mockups before handing the designs over for refinement. Creative feedback focused on shorter quotations, larger type and clearer event attribution. Supplier discussions explored paired posters, a possible ticket incentive and how the digital display could operate within the available budget.

The proposal progressed through concept mockups, creative feedback and media-supplier discussions. It was not launched. The work presented here illustrates the proposed campaign and audience journey.