Background
Way back in the '70s the government implemented a plan to discourage people from smoking. They began by introducing restrictions on tobacco advertising. Then came the compulsory placing of health warnings on packaging. Then, in the '90s, they made their first move in creating no-smoking areas in pubs and restaurants etc. At first it was optional...
Brief
Produce an A4 presenter from the Health Education Authority, primarily aimed at pub landlords and restaurateurs, outlining the business benefits of creating no-smoking areas on their premises.
Solution
Hard-hitting, no-nonsense cover design featuring a stubbed-out fag in an ashtray beneath the headline 'A no-smoking area can improve your business. No ifs, no butts.'
Result
Possibly the single most effective communication in convincing the food and beverage sector to change its attitude towards smoking. Or possibly not.
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