Challenge: Convince the masses Esther Price is the perfect gift for the holiday season. Because we went with a series of billboards, the messaging had to be short and sweet — like Esther’s century-old candy.
Idea: Sell the idea of the classic Esther Price box as the most giftable gift of all, addressing holiday gift-giving pain points with quick, clear, matter-of-fact headlines.
Art Direction: Tom Bolton, Katy Koetting
Note: The following are mockups. Complete billboard photography to come.
