IDI Awards 2020
Winner: Best Packaging Design.
Winner: Best Packaging Design.
Campaign Design
Packaging
Publication
Poster
Social Content
Packaging
Publication
Poster
Social Content
Art Direction
Photography
Layout
Typesetting
Video Recording/ Editing
Social Marketing
OOH Design
Photography
Layout
Typesetting
Video Recording/ Editing
Social Marketing
OOH Design
This project aims to motivate people to discover more about the ecological and climate crisis through music, to challenge the behaviour towards those issues. In celebration of both Earth Day and the 50th anniversary of Marvin Gaye's album, I created a campaign for the Friends of the Earth (FOTE) organisation. The solution focuses on attracting the audience and directing them to FOTE existing platform. It has a variety of resources to help them on their journey of becoming part of the solution to a healthier and greener world.
The project explores and interprets the music. It encapsulates the issue of plastic pollution and its effects on the ecological and climate crisis. With the hashtag #MercyMercyMeTheEcology, people can share the campaign and rediscover the song in a new light.
The concept is about building a case to show the harsh reality of negligence towards our planet. The packaging made with eco-friendly and recycled materials. The record encountered through the campaign leads to the FOTE website, where it is purchased. The proceeds would go towards climate action and carbon offsetting. This way, in turn, will educate the audience and teach them to be more conscious. Moreover, since vinyl records are to be collected and appreciated, it is less likely to end up in the landfills.
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This video is part of the digital element of this campaign. The video element is a short film. The piece communicates the idea of global warming and pollution. Similarly to the image on the poster and the publication, it shows that once the ice caps melts, the plastic will take its place. The idea was to depict this concept in a very accessible but intriguing manner, keeping the viewer guessing until the end to get that ‘aha!’ moment. Video marketing promotes the campaign, increases engagement on social channels and reaches new audience. I have used a part from the song to accompany the video, which is mostly instrumental. The ending is melancholic and fits with the overall emotion that runs throughout the video. The video is also deals with materiality and raw nature of the object. I find that by communicating a complex issue through simple means in an a semi-abstract way delivers the message and activates the emotional response this piece is trying to achieve.
