3rd Year Work - D&AD Brief / OXFAM

OXFAM

Brief

The D&AD brief was the first of our third year and it was the first of our integrated campaign briefs. We were asked to present an idea that engages support for OXFAM by triggering shared values and concerns in a wide range of people, aligning supporters with OXFAM’s pledge to overcome poverty and suffering and through this engagement and empathy, inspiring them to action provoking a long term interaction with the brand and he beginning of a life-long loyalty to a cause with which you share common values

CONCEPT & RATIONALE

As humans we all innately feel the need to be a part of something bigger than ourselves, whether it’s in the way we dress or the way we pray, we align ourselves with the people who believe in certain things as strongly as we do. The power behind a group of people with a cause is a strong one and by providing a network where they can connect and put their skills to use, we can create engagement with the OXFAM causes and additionally create a long lasting relationship with the organisation. The final aim of this campaign is to not only build an awareness about the things which OXFAM do, but to create the platform for people to
begin taking on poverty and injustices in their own backyards

Campaign Rollout

The Campaign is essentially aimed at getting those who share common values and concerns with OXFAM, who are seeking the platform to express these values, to engage with the Network For Change and help to realise its potential in changing the world. The aim of the tube takeover will be to direct those who are ripe for engag ement to the Network For Change, whilst exposing others to the campaign and in turn, l awareness about it.

Tube Takeover

Imagine if for just one day the millions of commuters that make use of London’s underground transport system were exposed to the power of working together as a network of people who want change? for just one day, the Tube will become the Network For Change, a campaign in which all lines will be renamed after the many causes OXFAM fight for, furthermore, all commuting profits that day will be put toward the causes on the tube, and in doing so, unwittingly engaging those with no interest and proactively involving those who do
Verbal flash mobs will be on the carriage comprising of about 10 or so OXFAM volunteers who will occupy each carriage and conspicuously begin conversations about the given topics on that line.

Executions

Online Executions

Online Executions

Tube Takeover - In Situ

Tube Takeover - In Situ

Print Executions - Tube

Print Executions - Tube

Print Executions - Tube