Words that can help you to do as you’re told
DICTIONARIES have to use words to explain other words, and perhaps this is what makes them seem dry and academic.
Of course, there are other ways to help people understand what words mean, and it was with this in mind that TBWA/Hunt/Lascaris Cape Town produced an interesting, ambient campaign for Oxford English Dictionaries.
A series of three-dimensional words was conceived and constructed to explain their meaning visually. The series included the words “climb” (its letters built like steps so people could climb on them), “rest” (made like large cushions, ditto), and “decrepit” (which was deliberately aged and decayed). Each word ended with a full stop portraying an Oxford English Dictionary and the phrase “showing what words mean since 1756”.
The words were placed in libraries, bookshops, parks and other public places. “They attracted a lot of attention and their interactive nature appealed particularly to kids, which was great, as the inten- tion was to demonstrate Oxford’s accessibility,” said art director Charl Edwards. “If most homes have a dictionary, it should be the one that understands and explains words best.”
INTERACTIVE DICTIONARY: Children play on one of the three-dimensional words created by TBWA/Hunt/Lascaris for Oxford English Dictionaries.