A brief from hell...
How am i a mountain biker and a nature lover meant to create campaign preventing greens from protecting ancient Tasmanian forest from mining...
Lets do it same way as every other branding strategy. Pick a colour, design a logo and supporting graphic elements. Develop a style and a guide to be applied consistently to every piece of communication.
It turns out...
After spending days and nights in the mine, meeting people and listening to their stories i realised that Mining really is the bread and butter of the region. The landscape itself was littered with remains of old mining equipment. Tall trees dwarfed by long metal constructions carrying metal buckets. Rail bridges spanning rivers high above the trees. And even today not a single truck leaves the mine. All ore is transported through metal pipes under high pressure, straight to the ships. It quickly became clear to me that i was going to be selling truth after all.
A "talent" from hell...
With logo/identity design and graphics side of the campaign out of the way it was time to tap into the real human emotions. The client thought this nice, young, smiley man, who froze the instant we put him in front of camera, can drive the "emotionally" driven campaign.
Luckily...
I spotted this man, weight of the world on his shoulders, and after couple of beers he agreed to be the save the Tarkine mining "poster boy".
That first original image from the moment i spotted him was enhanced to bring out every worn out detail of his face, and within days his emotions were on every billboard, newspaper, poster and beer coaster in Tasmania.
