TRANSPORT FOR LONDON
OUTDOOR PSA - D&AD AWARDED
Creative Brief:
Get londoners riding the tube from a place of passive observation to active involvement if they happened upon anything suspicious during their daily commute.
The PSA touched on a sensitive subject matter. Terrorism.
The communication had to engender action from commuters in the wake of bombings the previous year. It was also important that it did not lead to further racial tension amongst passengers. So focus was put on baggage.
The communication had to engender action from commuters in the wake of bombings the previous year. It was also important that it did not lead to further racial tension amongst passengers. So focus was put on baggage.
Going head-to-head with Victorian manners created the psychological avenue for behavioral adjustment.
I illustrated the characters in a style similar to old Dubonnet posters. Timeless, and direct.
