Rethink does some unexpected stuff. They are one agency that is not afraid to test the boundaries of human liking and comfort. But as I have learned studying this industry, that sort of ballsiness is what often gets work recognized. The Vancouver shop handles the campaigns for Science World, a nonprofit organization center in British Columbia for people to experience and learn about all things science. I don't know about you, but when I think of Science the words fun, funny, and playful don't come to mind. Rethink likely knows that which is why their campaigns are so overtly contradictory to these preconceived notions. One previous print ad is a photo of a Marilyn Monroe-like woman with her dress blowing up like the iconic image of the star with the copy, "You fart 14 times a day." See what I mean by testing the boundaries? I find it so curious that these ads are of rather mature content and seemingly target older audiences, while Science World sounds like a place for mainly kids to learn. Hmm. This seductive senior campaign is enough to pick my interest about the place.
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