Categorical labelling is a tool to resolve the impossible complexity of the environments we grapple to perceive, but labels also change how we perceive more complex targets like people, as we put them into boxes, what might effect these people in terms of education or career for instance. Therefore, the message is: People are too complex to have simple labels. Put more effort in getting others to know – open the box – look into people.

 

This fictional campaign, which involves the public by testing their ability to judge in a playful way, is based on Blipping technology to increase the interactive experience. Eventually it will lead the user to an informative website for enhancing awareness