In 2022 I followed an online, international course, by the platform ELVTR, by Joel Arzu. The course consisted of executing 10 projects, based on fictional briefs. The clients ranged from the Chicago Public Library, to the Plastic Soup Foundation. So; high-profile clients, matched by big asks.
In this course, the main objective was to generate big ideas, to answer the brief. With a combination of strong copy and fitting visuals, the goal was to create campaigns with impact, or concepts with a 'simple' elaboration.
Below are some of the projects I came up with.
Since first opening their doors in 1873, the Chicago Public Library has been serving Chicagoans with free and open places to gather, learn, connect, read and the opportunity to be transformed. The challenge for this brief was: "CPL is seen as an old and outdated place". The objective was to increase library memberships and attendance.
At the time, detective thrillers were thriving on all the biggest video platforms, so I took this to heart. The idea was to set up the "biggest mystery Chicago has seen", by creating a custom detective experience, inviting the target group to join the hunt for the answers to the mystery, which were found in the several locations throughout the city.
In this assignment, the goal was to create a out-of-home campaign for the brand Tide. As Tide prides itself with the power to make every white T-shirt white again, I came to the conclusion that, if that were the case, white T-shirts wouldn't be able to be spotted, when held over a totally white surface.
So in that sense, everything that is pearly white, could actually be a T-shirt. I played with the distinctive brand identifier; the yellow and orange circle, and suggested that the thing people were looking at, was actually a really, really white T-shirt (thanks to Tide). Combining this with ordinary sceneries, this came out quite clean. Obviously the poster in itself is quite cryptic, but once the connection is made, you'll be able to see it everywhere.
