November — December 2016
For this project we were tasked with coming up with a promotional campaign to address a social issue of choice. Physical and mental health is something I take very seriously, and I chose to use this opportunity to communicate the importance of making healthy choices when relieving stress: something everyone deals with on a regular basis.
I wanted to juxtapose common, unhealthy choices, with choices that are better for our mental and physical health. I also wanted to get viewers thinking about exercise as an antidote for stress.
After brainstorming vairous ways of communicating these goals, I decided to use imagery of “good” and “bad” side by side in a way that confronts the viewer with this dichotomy. The similarity between both figures further emphasizes the choice the reader has.
The catchphrase I came up with forces the viewer to categorize both images: one as lengthening their lifespan, and one as reducing it. The colourful designs and bold white type give the posters an exciting look; to grab attention of viewers. However, upon closer observation a serious message is communicated.
Beginning with taglines, I explored many different approaches to this complex topic. I also considered using interactive advertising as a way of placing people in an "active" setting. Once I began looking at imagery, I began to see similarities in form between the "good" and "bad" which jumped out to me.