Background
In the third year of the Drinkwise campaign (we had to re-pitch to retain the account each year), the focus was 'the workplace'. Besides the obvious dangers of working under the influence of alcohol (accidents with machinery etc.), thousands of man-hours were, and still are, lost each year through absenteeism, with the subsequent loss of efficiency and revenue. So it's an important issue.
Brief
Produce a poster and and an info pack to send to companies that highlights the issue and advises how best to tackle the problem.
Solution
Considered hard-hitting imagery (severed limbs etc.) but rejected them as being too extreme. Eventually decided on the visually arresting and slightly dada-esque image of a simple red pencil with a rubber at each end. Placed it on a bright yellow background with the headline 'Make no mistake. Alcohol at work doesn't work.'
Result
Idea accepted. Photosetting studio produced artwork (this was just before the computer age). Headline setting came back as 'Mak no mistake. Alcohol at work doesn't work.' Fell about laughing. Still not sure which is the better line.
As a student I was fortunate to be taught by the great Bob Gill. In one of his projects we had to phone in our design solutions - clearly illustrated the superiority of ideas over style. It was a lesson that stayed with me throughout my time spent slaving away in various design and ad agencies. And it leads to a creative showcase using words, not pictures (well, maybe a couple).
No comments:
Post a Comment