Vivacell is one of the three major mobile telecommunications operators in Armenia. The brief for the billboard was to communicate the idea of transferring credit between two pay-as-you-go accounts. After a discussion with the creative team, I hit on the idea of using the mobile screen as an aquarium and keeping one 'topped-up' from the other.
The poster below was designed to advertise Vivacell's night-time internet connection package. I used the symbol of a light-bulb, together with Vivacell's new campaign style - shapes formed from glowing white lines - to communicate this idea. The client requested a shadow, and refused to be convinced that a shadow beneath a light-bulb was somewhat illogical, but it does at least serve to give the element a sense of location in the space!