Dialog In The Dark Exhibit Braille Ad

This is an advertising campaign for the Dialog In The Dark Exhibit in Atlanta, GA.  This exhibit is incredibly interesting.  The objective was to take people with normal vision and immerse them in an environment that simulates what it’s like to be blind.  People would be taken into a dark, pitch black room and given a series of tasks and experiences that would change their perception of what it’s like to be blind.

Brilliant!  Pretty great idea, yeah?

So how do I translate that experience in a little online advertisement?  Why, I would do the ad in Braille of course.  I didn’t even have to include a call to action.  The visuals already imply what you need to do.  While performance metrics on the ad were impressive, I wish we had interaction tracking at the time so, even if users didn’t click through,  I could see if people were “getting the message.”