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"Reconnecting to The Roots of Humanity: A 2030 Good Life Is Ours To Create."
To get everyday people in the UK to envision 2030 as a positive, fulfilling future they
can look forward to - and shape themselves.
OBJECTIVES:
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CORE SKILLS EXECUTED:
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Strategic-thinking; developing a strategy behind the visuals.
Creative; competency in advertising poster creation using Adobe Photoshop.
Forward-thinking; innovative.
Independent research and development; useful for future sustainability projects.
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TARGET AUDIENCE
UK CITIZENS OF ALL AGES, GENDERS AND BACKGROUNDS WHOSE RELATIONSHIP WITH
THE FUTURE IS ‘STUCK.’
ANXIOUS ABOUT THE CLIMATE CRISIS THREATENING THEIR FUTURE.
NOT KEEN ON TAKING
STEPS TO REDUCE THEIR ENVIRONMENTAL IMPACT.
SURROUNDED BY SIGNALS THAT A GOOD LIFE MEANS ‘MORE, MORE, MORE.’
NOT DREAMING OF CONSUMPTION,
BUT DREAMING OF CONNECTION.
FINAL ADVERTISING POSTER
WE ARE IN NATURE AND NATURE IS IN US
The lungs as nature represent how as humans, we are in nature and nature is in us. This connection makes us who we are. We have the chance to reconnect and embrace the beauty of nature that has always has been there. This poster is a contemporary play on the 1940's post-war travel advertising. Vivid imagery of destinations create audience dreams of being there; however, this contemporary style encourages the realisation that the good life destination is right here. It is deep within and a part of ‘The Roots of Humanity.' Voyeurism is created by the mini humans looking towards the nature, making the audience want to be at the destination. The aeroplane in the background symbolises that in 2030, it is not the main attraction. Technology is in the future; but merely, it is at the 'side,' rather than the forefront. Nature is the forefront and it's time to embrace our roots.
The good life destination is right here if we want to take it.
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