You are the grave! / 2020
University of the Arts London/ Design for Art Direction
The statement "You became the grave of the corpse." promotes vegetarianism. To reach a global audience, we created three versions: one for the Chinese market, one for the Japanese market, and one for English-speaking audiences.
The main concept remains consistent, emphasizing how consuming meat unknowingly makes individuals 'graves' for the animals they eat. However, the visuals differ, showcasing various cultural tombstone styles without depicting meat.
Global campaigns often need multiple versions of art direction and copywriting to suit diverse markets. This customized approach respects cultural differences while conveying a universal message, targeting teenagers and young people worldwide.
_A003a
_A003b
_A003c
In copywriting, the slogan is "You became the grave of the corpse.". The slogan has developed into three different languages:
_A003a_あなたは死体の墓になりました。
_A003b_ 你成為了屍體的墳墓。
_A003c_ You became the grave of the corpse.