We are not living in Disney.
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Project name : We are not living in Disney.
Project period : 2013 Summer
Output : Poster
Client : PETA
Art Direction : Yoonhee Kim, Dayoung Kim
Copywriting : Dawon Lee
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Project name : We are not living in Disney.
Project period : 2013 Summer
Output : Poster
Client : PETA
Art Direction : Yoonhee Kim, Dayoung Kim
Copywriting : Dawon Lee
Project Management : Ewha Womans University
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Background / Overview
There are many organizations that deal with regulations about driving and safety of pedestrians. However, there are not many organizations that focus on solving the problem of roadkills. This advertisement for PETA is designed to alert people about how the careless driving can take a life of an innocent animal.
Objective / Purpose
Through this advertisement, we expect the people to pay attention to how many animals die because of careless driving. Furthermore, we expect them to take actual action to contribute in decreasing the number of roadkill taking place on various roads.
Communication Strategies
With an image of Tom, which is the cat in the famous cartoon “Tom and Jerry”, flattened with somehow ridiculous facial expression, the advertisement conveys a message that drivers are paying little attention to the lives of the roadkill that are sacrificed by careless driving. The visual of the advertisement is supported by the copy and the sub-copy, “We are not living in Disney.” “Roadkill is not a joke”. As a whole, the advertisement delivers a simple, direct message that roadkill is sacrificed by drivers that care little about the lives of the wildlife animals.
