Serial Cut Divulges the Secrets of the Yellow Pages
Cities are puzzles. To the experienced inhabitant a city is home, and they know the secrets of their city – where to find the right restaurant, an unknown outside lounge, or the best tailors. YP, “the even-more-powerful Yellow Pages,” has always unlocked the secrets of cities and towns for generations, and as we move to mobile technology and seeing the world through our handheld devices, YP is right there with us. They’ve put their encyclopedia of information, plus a number of additional product features, into an app that provides utility and convenience for their users, allowing consumers to get through their to-do list.
One of many ways the brand is manifesting how YP can help people do just about anything is with an ad takeover of the Grand Central Terminal in New York City, featuring artwork by Serial Cut. The YP app offers an immense amount of power for the user. It can help the user see a city in a totally new way or maybe even help them build a rocket to the moon.
Focusing on the big questions like “Can the YP app help you get to the moon?” or “Can the YP app help you upgrade your commute?” allowed Serial Cut’s illustrations to come to life. It’s a whimsical, detailed look at how every day items can turn into totally different tools once you activate them for other uses.
Through the lens of YP Can Do That, the city opens itself and becomes a manageable, tangible place, accessible to any user. This idea isn’t a simple one to communicate visually. “This project - to show NYC the power of the YP app - was one of those concepts that we knew would be visually stunning,” says Brad Kayal, Senior Art Director at barrettSF who contracted Serial Cut for the collaboration. “We knew pretty quickly that the team at Serial Cut understood the warmer, more human CG style we wanted and they worked with us day-in-and-day-out creating these amazing mini-experiences that, for the first time in a flat medium, helped us really communicate all the amazing things that YP can help you do.”