The brief was found on the D&AD website, as part of their 2018 new blood awards.
The brief calls for an innovative campaign to be used throughout the 50 JCDecaux screens on bus shelters up and down Oxford Street.
The campaign should tell a story through the screens, one that shows that London is Open, it should stand out visually and inspire the audience through the simple yet powerful campaign.
The campaign should aim to show that London remains
- entrepreneurial
- international
- creative
- a place of possibilities
- a place of welcome
- discrimination is not welcome
- diverse
- proud of it's history
- optimistic
And as a city that brings together people of every gender, sexuality, age, creed, class, race and from every corner of the globe.
However the brief specifies that not all of these points need to be touched upon as there are so many, but i should decide what story i want to tell through the screens and make sure that this is clear and relates to the campaign.
JCDecaux bring technology and creativity together, with billboards that can draw in / respond to social media posts, or adapt to things like weather, temperature, location, date and time, flight data, and more. It's suggested that i explore the possibilities of incorporation some of these aspects within the designs in order to connect the people of London.
Some restrictions of the brief are that all the screens must be static and can't resemble any traffic signs or signals and all designs must stay on the screen for at least 10 seconds.
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