You know that itch that doesn't go away untill you give it a nice scratch? Even this could be used to create a good foundation for an advertising concept. Create an itch, make them scratch. In early 2025 Wibar had assigned me to create a visual campaign for their new events. The hard part about this, was that the events didn't have an inherant identity or concept. No title, no repeating similarities that could make up the identity of the event. Freedom in assignments can be difficult to deal with, but the great aspect about this, is that it grants lots room for creativity to take part. The flipside about this situation is, how do you sell something, that is basically nothing? 
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The word nothing played a large role in this. The first event that we did had a poster that stated the text "Do not read this" on a fluorescent red background. Underneath this text was an arrow pointing to a small piece of text with all the information about the event. We also didn't have much time untill the event would take place so we wanted to attract as much attention as possible. Luckily for us, it did. People hate to be told what to do, so people came up to the poster, and red the text in order to "break the rule" that we just made for them. Thanks for the rebellion!

The next event we took the same concept a step further. We wrote "Nothing to see here" on a bus that was owned by the nightclub itself. The bus was fluorescent yellow and stated the text "Nothing to see here" With a small corner of the bus folded over with all of the corresponding information to the event. The large text was ment to attract the viewers attention, and once that was taken, the viewer would "Discover" the information about the event. This was a playful way to interact with the audience and to attract the right crowd. Its always fun to see your ideas come to life, especially if you can see the interaction with the viewers happen right in front of your own eyes. Let's see what happens next!