The Economist
2007
Print
Maze
HOW APPLIED
A maze/mental challenge is the ad; solving it delivers the message with a satisfying ‘click’.
THE PUZZLE REWARD
MECHANISM
Create a mental challenge that, when solved, delivers the message with satisfaction.
THE QUESTION
"What puzzle leads to our truth?"
PROCESS
Work through these questions to generate ideas:
- What riddle captures our benefit?
- What game mechanic serves our message?
- What search-and-find reveals our point?
- What optical challenge demonstrates our truth?
EXAMPLES
Ideas in this space might look like:
- Hidden images that reveal the product benefit when found
- A riddle whose answer is the brand message
- A visual puzzle that clicks into understanding
HOW IT WORKS
"What puzzle leads to our truth?"
REAL WORLD EXAMPLES
9"What puzzle leads to our truth?"
Always
2011
Print
Maze
HOW APPLIED
The brand message is encoded as a solvable maze—completing the puzzle creates the reward moment.
Peugeot (206)
2004
Print
THE MAZE
HOW APPLIED
A maze-format visual puzzle functions as the ad; understanding/solving the challenge is the message delivery.
