Mensa Bright Idea
Project Type
National print magazine ad
My Role
Project lead & Visual designer
Responsibilities
Brainstorms, schedule, client meetings, design & asset delivery
Tools
Photoshop, InDesign, Illustrator & C4D
The Client
Mensa is an international high-IQ society founded in 1946 by Roland Berrill and Lancelot Lionel Ware in England. Mensa aims to identify and foster human intelligence for the benefit of humanity and to provide a forum for intellectual exchange among its members.
To become a member of Mensa, individuals must score in the top 2% on a standardized IQ test. Once a member, they have access to various benefits such as networking opportunities, social events, and intellectual activities.
The Challenge
As a new member of the GEICO family, we faced the exciting challenge of creating a marketing campaign that would resonate with Mensa members, a highly diverse and intelligent group of individuals. Our goal was to find a unique approach that would connect with this audience without appearing overly pushy or gimmicky.
The Solution
After carefully considering the target audience, I knew a clever and humorous approach would be the key to connecting with them. I brainstormed and sketched out several ideas before deciding that playing off the well-known symbol of a lightbulb would be an effective way to convey the message. Collaborating with the copywriter, we created the perfect tagline: “It doesn’t take a genius to see that switching to GEICO is a bright idea.”
From there, my focus shifted to creating a compelling visual representation of the message. Using various 3-D objects, I skillfully composited the lightbulb, the letter “G,” and the beloved GEICO gecko to form a cohesive, eye-catching design. The result was a highly successful campaign that appeared in 10 national publications and effectively engaged and converted our highly discerning target audience.
