Boston Rodent Action Plan
Campaign Graphics
The best briefs in the world are ones wrapped in "We trust you, so run free wherever your creativity takes you." The City of Boston creative team came to us with a simple ask: create a campaign idea with an unexpected edginess that will surprise residents and direct their attention towards their citywide initiative, the Rodent Action Plan.
We needed to strike a balance between playful tie-ins to rodent imagery and a clear call to action which lead to the tagline, "Rat Them Out". A dash of good-natured cheesiness (😉) to deliver the campaign's ultimate goal: residents share a responsibility alongside the city to report sightings and enroll in sponsored programs to help mitigate rodent activity.
Visually, we leaned into a comic book-inspired style—exaggerated anatomy and intense expressions give the rats a classic evil-villain caricature while simplified shapes and stylized proportions keep the tone playfully, graphic. We paired it with a bold, straightforward typography to make sure the message rings loud and clear to anyone who passes the poster on their daily commute.
Color Options
Early Iterations for Selected Concept
Alternative Campaign Directions
Before landing on “Rat Them Out,” we hosted a company wide brainstorm and explored three different concepts to pitch to the City of Boston. Although we could only move forward with one, we loved the other two ideas too much not to share them here.
Character Development
Credits
Client: City of Boston
Producer: Hannah Goodsell
Designers: Giovanni Weissman, Addy Tan
Produced by Black Math
Executive Team: Jeremy Sahlman (ECD), Evan Fellers (CEO),
Alexandra Williams (EP, Boston), Stephanie Rabins (EP, New York)
Alexandra Williams (EP, Boston), Stephanie Rabins (EP, New York)
