When I ride the subway, music keeps my ears busy–but my eyes wander. They often land on subway ads: Banners that promote plastic surgery, posters that remind us to stay vigilant, and PSAs that implore us to practice basic etiquette. But one recent series of ads, for the direct-to-consumer mattress brand Casper, was different: It was a whimsically illustrated hidden object game that invited bored straphangers to “find the elephants in the room.”
I found myself asking, why does a mattress company care about making my subway ride more fun? Turns out, it’s all part of the strategy established by Red Antler, a branding agency based in Brooklyn. Casper isn’t just about a better night’s sleep, it’s about improving our waking lives–monotonous subway commutes included. The ads were like a small but delightful, “gift” to subway riders as they went about their day.
Read more at Fast Company.