Views:
The THINK campaign came simply from the phrase in the competition brief: "to provoke people to think . . ."
I originally designed these two sample ideas around the Think campaign as print ads as they are the most prevalent in our world today. I wanted them to be very simple and swiftly digested images that could be 'consumed' in a glance thinking of it as a full-page in a magazine. My target audience would be U.S. consumers, mid- to upper class, educated, but often those who are so consumed by their daily life of corporate jobs, suburban life, driving kids to games/classes, that they don't consider the actions of one (themselves), can make a difference to the world.
The first image depicts a human head with the earth superimposed upon it to get across the idea that each and every person has responsibility as each's choices DO affect others around them. Hopefully the right choices will be made when individual's feel a sense of accountability.
The second image takes an event that many educated people take part in - attending a museum for a family weekend outing. Pushing a little on the 'guilt' factor, the words force people to view the environment as something that could benefit from the kind of concern we set aside for fun yet educational activities, while the artwork I created from canibalized photos of air pollution, garbage dumps, waste in waterways and traffic congestion/pollution, kind of pokes these people to escalate the priority of what our affect is on the environment around us by altering their perspective of the issue (placing it out of context).