Public campaign on scrapping cars

Art Direction, Concept, Web design, Film production

Trash the ignorance

This was the second campaign for the Ministry of Environment about car scrapping - building on to the noir universe of the first campaign where we said "Get rid of your dead iron". We knew that the message we were trying to communicate was low interest for the typical Dane. Therefore we created a universe of suspense where the audience got hints of a crime committed only to be surprised in the end by the tagline.

At first glance the layout of the Outdoor looks like a pure type poster. But when you look closer the mystery reveals a black and white image in the text. The campaign lent the visual esthetics from Newspapers.

And there was more

We built a park full of scenes, tents, activities, and kids' playgrounds. Orsted had a visual element called the lifestream so to make everyone more aware of this we made a big wall with a social led screen on one side and an analog sticker wall on the other side. This 'live' sticker wall would represent the participants shared lifestream of the day.