YIN YANG

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YIN YANG CAMPAIGN

Greenpeace is one of the largest and most active organizations in the area of environmental protection. The organization runs various initiatives across the globe in the area of environmental protection, conservation and sustainability with the help of volunteers.

The mission of the campaign was to create awareness about the state of affairs the world is in, in terms of environment. It's a well-known fact that mankind has pushed the environment to brink. We are increasingly moving towards a state of no return. The objective was to create a campaign that makes people stop and at least ponder about the state of affairs.

The central idea of our campaign simply puts things in perspective. It portrays how we as mankind have created an ‘imbalance’ in our environment by our sheer greed and indulgence. We chose to use symbols of 'yin' and 'yang' to portray how off balance we really are today!

ABOUT THE ILLUSTRATION:

Detail:

This project was about detail, detail and more detail. A painstaking amount of time was spent on detailing every environmental wrongdoing that is being done to mother earth. Every millimeter of space in the creative has been thought about in great detail and has been used to make a pertinent point.

Style of Illustration:

A very real, everyday style of illustration has been used to present things as they are. No poetic license was taken to make things look darker or grimmer. And yet what comes out is a picture that is real but still scary .

Use of Colours:

Keeping the overall tonality to black and white of the symbol of Yin and Yang, we still managed to use colors to highlight various elements. We managed to blend these colors well in to the overall scheme of Yin and Yang.

Credits:

Chief Creative Officer: Prasoon Joshi

National Creative Director: Prateek Bhardwaj

Executive Creative Director: Ravinder Siwach

Creative Director: Denzil Machado

Creative Director/Art Director/Graphic Designer : Dalip Singh

Copywriter:Dalip Singh, Seby John

Illustrator: Sanjay Singh, Tanvi Jaiswal, Dalip Singh

Photographer: Amit Dey

Retoucher: Milind Aglave, Kuldeep Soni, Dalip Singh

Awards and recognitions:

2 Bronze and 13 nominations @ the coveted ADSTARS Advertising Festival, Korea, 2015