DDB Seattle ran a print and outdoor advertising campaign in 2004 encouraging a contemporary approach to Martin Luther King Jr Day, using visual tests. A Rorschach test is accompanied by the text, “Make Your Mind his Greatest memorial”. A color blindness test is associated with the text, “Honor his vision by testing your own”. “Alphabet,” showed the alphabet spelled backwards from Z to A if read from left to right. Where “MLK” appears in the reversed alphabet, the letters are called out in contrasting white type. “Change your perspective and you’ll find him”.
The Test campaign was developed at DDB Seattle by creative team Fred Hammerquist, Beth Ryan, Monica Taylor and Aziz Rawat.