The Bible Society has launched a campaign using seven riddles in the form of ‘Have I got news for you’ headlines, designed by Arthur Steen Horne Adamson.
The consultancy was approached by the Bible Society to come up with a creative concept that makes the Bible relevant today. It came up with seven riddles appearing as news headlines, with key words blocked out that can only be discovered by using the Bible.
Participants then have to find special beer mats around pubs in Manchester or go to the website to enter a competition to win £7000, but this must be given away to a chosen charity in Manchester, or a school or hospital.
The campaign breaks in Manchester and it will appear across billboards, taxis, buses and beer mats.
Seven of the billboards will form the ‘world’s largest scratch card’ – in the second week of the campaign, a man with a very large 2p coin will scratch off the billboards to reveal the answers. There will be a draw at the end and the winner will be presented with a cheque.
According to consultancy partner Marksteen Adamson, the concept addresses the opposite attitude to gambling. ‘It is not about receiving, its about giving,’ he says.