Inspired by an abandoned advertising idea from years earlier, I originated the “Skip Church This Easter” concept and headline, seeing an opportunity in the rare overlap of Easter and April Fool’s Day to create a bold, humor‑forward outreach moment. I collaborated on the broader creative development, designed the billboard artwork, and built the SkipEaster.com experience that anchored the campaign. We also ran a matching digital ad campaign.
The campaign featured a devious looking character wearing bunny ears who was revealed to be “the April Fool.” The story goes, he hacked the church’s website, but we were able to take back control and invite people to Easter services.
The billboards — two digital and one static — generated substantial earned media, including coverage in the Detroit Free Press, major secular talk radio, and local ABC and CBS affiliates. Web engagement surged, contributing to a 400% increase in site traffic in under a month (from roughly 5,000 to 25,000 visits). Easter in‑person attendance also rose meaningfully year‑over‑year, increasing by 12.5% compared to the prior year. I contributed to creative development and executed the visual and digital components, while our marketing director managed outdoor placement and media coordination.
Press
- Lord knows an atheist isn’t behind ‘Skip Church this Easter’ billboard – Hometown Life
- “Skip Church This Easter” Billboard Attracts Unchurched People in Detroit – Church Leaders
- Is Church Encouraging Folks To Skip Service This Easter? – CBS Detroit
- Roadside blasphemy? Billboards urge motorists to skip church on Easter – Detroit Free Press
- Why Is This Michigan Church Telling People to ‘Skip Church’ on Easter? – Christian Post