Heads Up: It’s all about perspective
This week, a two-word tagline and clever concept is more than enough to attract our attention and get a serious and thought-provoking message across. These billboards are incredibly simple but it is the quality of the creative idea that carries the message here.
The Brief: Raise awareness about the importance of not drinking alcohol when driving
The Setting: Car company, Hyundai, hired an ad agency in Peru to produce a creative public interest campaign that would elevate their brand by considering the risks to driving under the influence of alcohol.
The Campaign: A series of three simple images were created that cleverly captured the campaign brief.
The agency has identified a clear message - ‘you cannot trust your depth perception when you have been drinking’ - and used a creative idea to bring this concept to life in a simple and easy to understand set of graphics.
They have chosen to decentralise the potential perpetrator which is an interesting take. This is removing any sense of blame for the drink driver and placing the blame on the drink itself that ‘lies’.
Why does it stand out?
➡ ️The message is clear although not instantly understandable which makes us stop and think
➡ The photography is eye catching
➡ ️They are centering victims of a potentially fatal crash
The angle of the photo is particularly grabbing as, for me, it makes me instantly anxious that the photo is taken from the perspective of the driver who is definitely going to hit the car/cyclist/pedestrian. There is some energy there which elevates your response to the image.
Heads Up Challenge: Think simple actualisation
(Copy the below into a working document that you can use for the challenge each week)
Think of something in our work that is hidden. Can we actualise this by developing a creative concept supported by a two word tagline?
Brief:
Idea 1:
Idea 2:
Idea 3:
Set aside a weekly 15 minute slot to complete these weekly creative tasks and why not schedule a call with others on your team to talk through your thoughts on this topic and share ideas for you to try out?
Heads Up is a weekly creative digest that encourages animal advocates to take inspiration from case studies of creative campaign tactics outside of our movement.
> ~ 5 minutes read-time (but hopefully gets you thinking for longer than that)
> Demonstrates interesting tactics and use of biases that you can test
> Contains a creative challenge for you to explore independently or with your team with results that you can apply for your important campaigning work
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