Project Overview
Everyone has human rights, but a lot of people don't know it.
Project Commissioner
Victorian Equal Opportunity & Human Rights Commission
Project Creator
Team
Art Director- Aaron Tyler
Copywriter- Alex Little
Account manager-Amy Stephens
Photographer-Carlos Alcaide
Photographer's Rep/Company- CI studios
Retouching- Richard Wilson
Retoucher's Rep/Company- CI studios
Project Brief
From pensioners to refugees, many Victorians were unsure how they were protected by human rights. So we gave the concept of human rights a physical presence with the simple idea that way they were like a transparent, protective suit of armour. Always appearing in groups of two or more, the 11 different street posters were placed on walls, down alleyways and in underpasses so that at-risk Victorians, usually bypassed by traditional media, could be exposed to them and directed to the microsite to discover exactly how they were protected.
Project Need
We made 11 unique posters and wanted them to be presented to the public in sets greater than 2. This was to really drive home the inclusive message of ‘Protecting us all’. Therefore we chose to execute the campaign paste up rock posters, a media type that lent itself to installing different posters in clusters in one space. In some instances we had 6 unique posters in a row.
The paper stock was also important in ensuring the work lasted 2 weeks exposed to the elements. We had invested a lot of time and resources into photography and retouching the 11 people featured in the posters We used 120gsm Blueback Poster Paper to ensure they lasted the entire cycle in a Melbourne winter.
Design Challenge
Human Rights were a difficult to consolidate down into a simple piece of communication. The observation that we can’t see or feel human right’s, but they protect every Victorian equally, led to the simple idea of transparent amour to symbolize the protection Human rights provide.
Because the armor didn’t exist, there were many challenges in creating the visuals to support the idea. Marrying it up the 3D rendering of the knight suit, with 11 portrait photographs, the margin of error in keeping the 3D amour looking realistic and looking fake was slim. It required a lot of man-hours and more importantly they project would not have worked without the teamwork during the production stages.
Sustainability
The entire campaign was created, sourced and printed in Melbourne.
Tags
Advertising - POS
This award recognises visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to clarity of communication and the matching of information style to audience.
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