Are you good at puzzles? Do you think you could solve one on a giant billboard? Commuters in Grand Rapids, Michigan were treated to a puzzle over the summer as a stunt for the Mary Free Bed Rehabilitation Center. The stunt spanned a few days earlier this month as the jumbled billboard loomed over the city before being put together as it should be, revealing an advertisement for the Mary Free Bed Rehabilitation Hospital. It’s a facility in Grand Rapids that prides itself on “restoring hope and freedom through rehabilitation.”
The puzzle campaign didn’t just focus on billboards. Animated web banner ads, print, social media and actual puzzles for the patients were also a part of the on going puzzle themed campaign.
The campaign was the brain child of Extra Credit Projects, the same agency that did a fruit and vegetable campaign earlier this summer for a local grocery store. That ad featured a billboard with a whole piece of fruit. Nothing else. Then was changed to the same fruit or veggie with a bite taken out or half the fruit missing, revealing the grocery store’s logo. The campaign was aimed at bringing attention to their produce department.