Jason Walker – Executive Creative Director 

Developed in Collaboration with:

• Creative Diretor (Armada) Animations. – Joel Gibbs
• Art Director (Covenant Eyes) Print and Digital – Trent Reese

5 stones takes a modern problem and positions it in a timeless and familiar story of good vs. evil. Positioning the church leader as the “good shepherd” and porn as the “Goliath,” 5 Stones acknowledges the scale of the problem and  leverages the power of story to help leaders see themselves as heroes who can use the resources of Covenant Eyes to fight porn in their church.

Strategy:

Combine Covenant Eyes 5 best demographic specific resources into one “weapons system” and provide it as a free giveaway. Use QR codes to create point and click experiences.

First draft of the 5-Stones Logo. We used the Sledge display typeface with tight tracking and minimal negative space inside the letterforms to create a sense of density and weight, appropriate for the 5-Stones motif.

After viewing the commercial, a church leaders next stop is at the Covenant Eyes booth where they encounter our sales team dressed in a jacket similar to what is seen in the commercial.

Since this was a prototype, we opted to keep costs low while we tested the desirability of the 5 Stones kit.  In our first outing, we gave over 100 kits away and collected contact information for 100+ church leaders.

The 5-Stones kit includes the doublesided spinner (Catholic/Protestant) as well as a perforated brochure with all 5 products designed as cards that can be torn out and kept in wallets or given away. It also includes a plaque with the First Samuel 17:40 verse, and a stone stressball with the logo and verse.