Square Jaw Creative

Often less will equal more when it comes to advertising that resonates. So instead of falling into the usual trap of showing destination shots and lifestyle models pretending to be elated tourists, I elected for a different approach. The brief sought to encourage visitors to experience a more cerebral and cultural experience. So I felt this claim would have greater confidence by not actually showing any tourist sights. This is a good example of how it often pays to give an audience the space and credit of thinking for themselves.