Flavorpill has always been about dragging folks away from their computers and out into a wide, wide world of cultural possibilities. They came to us for development of a print marketing campaign that would express the essence and utility of their content. Groundwave tackled the project from two 180-degree different angles.

The first concept took an in-your-face approach, using intentionally humdrum photos with the provocative "You're More Boring Than You Know" tagline in an effort to prod people off their sofas (through shame). The second approach went the other direction, pairing an old-school crest with a shield alluringly emblazoned with all of the awesome bands, DJs, dance troupes etc that Flavorpill lists on a regular basis.