With the thrill factor being the basis of the appeal of many amusement park rides, this Hopi Hari Theme Park campaign encourages the public to come along and to face their fears. It reaches out particularly to those who might define themselves as wimps, using conceptual and graphic techniques that are gentle and endearing.
Young & Rubicam of Sao Paulo, Brazil, created this set of three print advertisements, executed in cute cartoons and exploring the notion of overcoming anxieties. In one of the ads, a fish rides in the railed car towards a series of terrifying loops, but the real threat is in the roller coaster's scrawling of "sushi." In the other two parts of the Hopi Hari Theme Park campaign, a geeky boy is faced with a "girl" and a crash test dummy with a "wall," a great deal more serious than an experience on the New Montezum would be.
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