P R O J E C T: Real Threats Campaign (HIV Awareness)
Y E A R: 2017
C L A S S: Copywriting
O B J E C T I V E
The task was to create an imaginary PSA ad campaign for an existing organisation; in this case the Pink Triangle Foundation in Malaysia which works towards curing and preventing HIV.
C O N C E P T
Using simple imagery through photography and manipulating them into a stylised image (combined with some illustration), the final visuals should appear reminiscent to vintage horror movie posters with an unsettling sense of realism. The visuals should cause a sense of unease and macabre. Meanwhile, the use of vibrant shades of red can be related to the HIV awareness color, as well as cause a sense of alarm or be related to blood (which is also related to HIV).
E X E C U T I O N
The overall tone of both the print ads and the guerilla ad is omniscient and foreboding; the tone is meant to issue a warning that seems almost threatening but is simultaneously light-hearted once the audience gets past the initial over-exaggeration of the imagery.
