One of the very first assignments I was given at Y&R Geneva was to help update the Baboo Airlines meeting point in the Geneva Airport.
Our initial idea was pretty grand. Having spent time at GVA, it was apparent the people waiting for their loved ones to come through customs were a captive audience begging for some diversion.
One of the walls featured a manifesto on why Baboo makes a difference. There were little pieces of copy scattered all over the board that were whimsical little discoveries that demonstrated the care Baboo gave its customers. And we had the entire board painted in Baboo red to make it really stand out. The initial idea was well-received.
Then we learned that the meeting place was going to be dismantled by December, and that to paint it all red, each board would have to be individually dismantled, and they didn't have a the budget for something of that scale and could we do something a little simpler?
I had a lot of heart for the original idea. But considering this is only going to be up for another few weeks, I guess I can't Baboo for being practical.
Life in the U.S. after Switzerland. Sad.
5 weeks ago