STUDENT PROJECT - Images used are copyrighted
D&AD New Blood Awards competition of 2014.
The brief: Convince a target to take ownership in the issue of climate change, and do something about it. See the full brief here.
Goal/Target: Target age group of 18-30 year olds, male and female.
Research shows this target group doesn’t believe they are accountable for the man-made effects of climate change. But rather, they feel it is an issue of past generations, and therefore nothing to do with them.
Research shows this target group doesn’t believe they are accountable for the man-made effects of climate change. But rather, they feel it is an issue of past generations, and therefore nothing to do with them.
Research proves climate change is a man-made issue, created by everyday individuals doing everyday things. It is not something soley tied to the pollution generated by factories or corporations. Nor is it a natural cycle of the planet.
I wanted to convey to the target that they too are a cause of these issues. The everyday things they do, directly contribute to climate change. For this I combined facial composite styles (used by police to identify criminals) with a collage of machinery, exausts and electrical items. The unfortunate price of the speed in which technology is progressing today is the discarding of obsolete materials such as CRT monitors, TVs, and appliances. This issue is a generous contributor to pollution, which (due to carbon emissions) contributes to climate change.
The campaign then uses a key question “Are You Guilty?”. Intending to make the target reconsider their position of "innocence".
The campaign then uses a key question “Are You Guilty?”. Intending to make the target reconsider their position of "innocence".
