The goal of this brief was to create an advertising campaign that inspired social good in relation to environmental concerns. Focusing on the influence that human activities have had on the increase of extreme weather conditions, the campaign needed to help either prevent, prepare or protect people from these kinds of tragic and extreme weather events, by showing that although many think these conditions are out of our control, there is a lot that can still be done.
This campaign approached the issue of extreme weather by highlighting the problem right where it effects people most - their food source. The main thrust was to offer a simple, practical solution to this relatable concern, trying to encourage action, no matter how small. The dark backdrop and desaturated tones of the crop itself help to communicate a stark reality, while the warm colour palette and the bulb’s high contrast convey the sense of urgency behind the message.
Role | Research, Concept Development, Design, Illustration Year | 2018 User | Limerick School of Art & Design
The decision to illustrate the main graphic was made in order to present this message in a sufficiently different way and to avoid using photographic images from drought ridden areas. It was clear from my research that although the plight of such areas is very real and heart breaking, the remoteness of their struggles from other people's lives often times disassociates audiences from these issues and doesn't communicate how the droughts in one area can impact the lives of everyone. Through the sole depiction of one of the world's primary food crops without any location or direct context, I hoped to communicate that the increase of the earth's temperature is every country's and everyone's problem.
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