This competition brief for D&AD required me to raise awareness and encourage young people (18-25) to think about saving money for the future.
I identified the main problem as increasing life expectancies of the UK population: because of this people have to start putting money aside for their retirement now as pension schemes just are not providing enough to live comfortably for this increased period.
I needed to create a platform for a hard hitting, informative but friendly campaign with helpful and thought provoking messages.
I wanted to say that Aviva are there for you when times get tough, but you have to play your part: play the long game.
Expanding on this idea of 'playing the long game' I decided to use the funky, retro style of 8-bit games to catch the attention of the target audience, making up large iconic symbols from small square pixels to reflect the essence of saving.
I also created an infographic to help summarise the current situation and importance of saving.