"On the street" is a campaign concept for the Bauerfeind company, which produces bandages, orthoses, and compression socks. The intention was to present a product category that is normally associated with deficient life situations such as old age, injuries, or illnesses in a changed context. The visual language was to be aimed at a younger target group.
My approach was to pick up elements of street art and conceptual art, similar to the "One Minute Sculptures" by the Austrian artist Erwin Wurm.
This involved portraying people on the street wearing the products in a strange, off-target way, looking both original and somewhat ridiculous. Through this twist, products that are inconspicuous and are otherwise worn rather deliberately hidden are brought to the spotlight and existing visual habits are questioned.
The campaign is rounded off by still life images, which also place the products in an unusual way in urban space, so that here, too, a shift in context stimulates reflection and questioning of the familiar.
This visual language creates attention for something that otherwise escapes our attention. At the same time, the whole thing is deliberately meant to come across as relaxed and not to take itself too seriously. After all, things that are funny spread all by themselves on social media. In this way, a viral character of the campaign is achieved in a simple, playful, and entertaining way.
This campaign was part of a larger project that dealt with the topics of age and illness in society. The aim was to question previous media representations and to investigate new communicative and aesthetic approaches to promote a more constructive social approach to these issues.
