ATLAS OBSCURA

Atlas Obscura is a travel site that only promotes the world’s most unusual, odd, or macabre attractions. I did concept and copywriting on this campaign for Texas Creative Portfolio 3.

Art Director: Meredith Macnoll

Insight: People take trips to new places but don’t really use it as an opportunity to see new things.

Strategy: What’s Wrong With You?

There’s just something about staring up at a globally recognized monument, knowing your feet are rooted where thousands of others have stood. Something just… completely basic. You’re choosing to spend your limited time on Earth staring at a hunk of metal and stone that you knew everything about before they even made you put your tray-table back up. The world is wide and full of wonder, so why aren’t you looking for it?

FAKE ADS︎︎︎

Atlas Obscura buys domain names, runs ads for them, and sends you to a fake site where you discover something better than you intended.

TRIPADVISOR TAKEDOWN︎︎︎

We know these places are overrated, are we aren't afraid to tell you that. On our TripAdvisor account, we'll make our opinions loud and clear.

OOH:

OFF THE BEATEN PATH︎︎︎

It can be hard to take the road less traveled, so we're making it obvious where that road begins.

SPOT︎︎︎

PRINT ADS︎︎︎

BILLBOARDS︎︎︎

EXTENSION:

SCRAPBOOK OBSCURA︎︎︎

Log in with Facebook or Instagram and let our algorithm read all of your geotags to tell you how basic a traveler you are.

TIMES SQUARE TAKEOVER︎︎︎

We don’t know why you’re wasting your vacation at
Times Square, but we’ll do everything possible to open your eyes to all that you're missing.