ABOUT

‘Bitter Truths’ is a series of OOH posters that mimicked the world of beloved children’s books. By partnering with renowned children’s illustrators, we drew parents and children in through familiarity, then surprised them with a ‘bitter’ and humorous twist in the headlines.

The headlines told harsh truths about life that ‘are too bitter for kids to swallow’ - just like Duracell’s Bitter Coated Batteries.

The creative challenge was not only to explain a complicated product benefit in a simple way, but also to turn a PSA into something parents will read and remember.

‘Bitter Truths’ generated significant PR and discussion online, resulting in an extra 1.62 million media impressions, reaching hundreds of thousands more parents than a traditional safety campaign.