World Vision Fund

Campaign // You can change the numbers.

Brief // Canvas volunteers to organize fund raising activities in a print campaign

Concept // This print campaign aims to educate the masses about how valuable and scarce some of our most common commodities may be to disaster stricken citizens. We felt that the most effective way of speaking to viewers is to show the “truth”, and in the process intrigue the audience by making them think twice about how such simple items could be of immense value to others. These items are also part of the survival kit given out by the World Vision Fund.

The ads are art directed in such a way that they resemble common retail ads found in magazines, etc and by placing a limited edition tag with unquantified numbers, it indicates that the viewer has the power to change the numbers.