Lenticular posters were put up at eye-level such that they looked different to adults and children. While adults of average height could see the original picture, children, owing to their lower viewing angle, were forced to see a more appropriate version.To make the communication memorable, we used familiar scenes from popular films such as ‘The Exorcist’, and ‘The Little Mermaid”. Another insight we exploited was that situations usually perceived as violent and gruesome look acceptable and hardly unusual when portrayed in cartoon form.

The posters were put in popular malls, lobbies, cinema halls, restaurants and stores.

The posters attracted crowds wherever they were put up. Consequently every major electronics store was flooded with inquiries about the parental lock feature. Most customers asked for a demo as well. By the end of the quarter, TV sales were up by over 25%!