BRIEF: Respond to a piece of given audio in a visual way. I was given a speech made by Prince William around the Earthshot prize urging young people to engage with the prize.
PROBLEM: The Earthshot prize established by Prince William is a prestigious award aimed at aspiring entrepreneurs dedicated to improving our planet. Winners receive a substantial cash prize to advance their innovative ideas. Despite its significance, the prize's impact is limited by its association with the royal family, which may not resonate strongly with younger audiences. Additionally, the campaign lacks a vibrant and engaging visual identity, causing it to be overshadowed by other initiatives.
SOLUTION: Through a new social campaign, we hope to contradict the royal families image by create an underground grunge campaign that will catch the eye of younger audiences, and build a bridge between the royal family and upcoming entrepreneurs while also spreading information around the dangers of plastic pollution to indirectly promote the Earthshot prize.
To execute our guerrilla marketing strategy, we have developed a diverse range of posters using mixed media, incorporating scanned plastic elements and photography. The copy on these posters features the phrase 'To whom it may concern', inspired by the formal tone historically maintained by the royal family in addressing the public.
As part of our campaign, we partnered with 'Can O' Water' to take over their can branding with our own visual identity for a short period.
I finalised my original poster designs after scanning additional plastic objects to incorporate as assets. I also included a footer to provide more information
I embraced the grunge aesthetic a bit more by encasing the posters in plastic — a jab to our excessive use of plastic and its environmental impact. This also added some interesting texture to the posters.
