And my brief:
This
concept conveys how bullying can take the zest and zeal out of
living, and how one act of kindness or understanding can make a
difference. The character in the video is receiving mean notes, which
are bright red in a black and white landscape to show how distracting
and jarring it can be to receive such a note. At the end, the
character receives a nice note on blue paper that, when opened,
bleeds the color back into the world. The posters are based on this
idea as well, with the desaturated and gray notes that say mean
things surrounding a brightly colors pattern of notes with the
tagline on it. The intention is to give a sense of breaking through
the bullying into a colorful, fulfilling space.
I
am aiming this campaign at high school students. I have used more
high contrast footage, heavier and more mature music, and more mature
words to get this audience.
