August 14, 2008

Intimidating ads

When The Trail Shop in Halifax wanted to get a message out to "non-hardcore outdoors enthusiasts", they turned to their agency Trampoline to help.

Their message to these 'on-the-fence' nature lovers:
"What are you afraid of?" It’s not like a mob of squirrels is going to break into your tent while you’re asleep and bash your brains in!! With the Trail Shop in your corner, there’s no need to be intimidated by nature.

How can we make this bear look scary? Add crowbar.

Our pal Mike Leard was the Art Director on the campaign and shared some of the behind the scenes details...

Some of the conceptual sketches:

You talkin' to me?

Photographer James Ingram loves these wacky shoots:

Not only is Mike an amazing Art Director, he is an incredibly brave bear wrangler.

As always... great work Mike!