Unboring Boring
First off, to answer the question that is probably on your mind: yes, Boring is a real town. But don’t judge a book by its cover, or a town by its name. For the 8,000 residents calling Boring, Oregon home, the town is way more interesting than what its name might suggest.
In a sense, that’s exactly what we set out to prove with Unboring Boring. Behind every creator, entrepreneur, and small business there is a fascinating story waiting to be told. But people are often quick to judge a book by its cover and dismiss something that isn’t visually appealing.
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To standout as a business, you gotta be unboring
Together with creative production company Quality Meats we set out to go beyond just talking about all the incredibly smart and easy design tools business owners now have at their disposal with Picsart. Instead, we showed how easier access to design can transform any type of business and help anyone stand out.
awards:
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boring in the spotlight
To celebrate the town of Boring and the work we’ve done together with the three businesses we partnered with, we chose to start our OOH portion of the campaign in the Portland area.
Using photography captured by the talented Sage East, my challenge to the team was that viewers in Portland would never encounter the same image twice.
And because we wanted to show these businesses some local love, we also featured our films in local movie theaters so we can bring their stories to life “on the big screen” while also supporting independent theaters.
winnie wong
a Deeper Product Story
We knew early on that we wanted to create a destination where we could house all of the Unboring stories. That allowed us to provide a deeper dive into the tools that were used by each business, and highlight the design process behind every story. On top of that, we created bespoke templates, stickers, and other resources for creators to enable them to make similar designs.
Featured as site of the day on FWA, Awwwards, and CSS Design Awards.
the Unboring Look
When it came to designing the overall look and feel of our campaign, we were faced with an interesting challenge: how do we create a type lockup that embodies the transition from ‘boring’ to ‘unboring’?
We settled on creating a dynamic typeface that had two modes. One was straightforward and clean (our ‘boring’ mode) and the other playful and unexpected (our ‘unboring’ mode). We partnered with Spanish type designer Marta Cerdà Alimbau to create a type lockup that can transform through motion. Having the ability to add movement and playfulness felt like a perfect match for our premise of turning something that seems dated and stale, into something imaginative and inspiring.
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