SHOW 'N' TELL
TEAM CF SUPERHEROES
Role: Creative direction & design
Platforms: Web, Print, Social & Outdoors
Multi-channel campaign conveying a positive, timely message for the New Year to inspire and motivate supporters to get involved in an appropriate activity for them to financially support the Cystic Fibrosis Trust
e.g. sign up for an event, create their own event OR donate etc
CF Superheroes are a very heroic, inclusive group of people who are making a huge effort to change the
current situation that people affected by cystic fibrosis (CF) face.
Together they continue a passionate struggle against cystic fibrosis and the long-term effects it has on lives.
The caped crusaders come in all ages, shapes, sizes and backgrounds from across the UK and beyond and
can be found in a variety of different situations doing anything from car washing to cycling, from baking cakes
to runs. No task or assignment completed is too menial and every hero helps to make a difference to the lives of those with CF.
Role: Creative Direction & sourcing participants for the shoot
What was created: SERIES OF PHOTOGRAPHS DISPLAYING SUPERHERO POSES
Platforms: To be used across digital and print
An important aspect of the campaign was that the creative represented the diverse range of people who could get involved which is why I deliberately ensured there was a mix of ethnicity, gender and body shape amongst the 'superheroes' communicating the message that anyone can be a superhero. The shoot took place in a studio to make it easier to cutout and add creative effects.
Role: Creative Artworking / Graphic Design
What was created: HOME PAGE & LANDING PAGE BANNERS
I created home page and landing page banners which feature the 'faces' of the campaign. The home page banner has a button which takes the viewer directly to the landing page. The two banners are deliberately slightly different so that it is easier for the user to know that they've reached their destination.
Role: Creative Direction
What was created: BOOKLET, LETTER & OUTER ENVELOPE
Platforms: Direct mail (print)
I worked with an external creative partner to develop a direct mail pack which was mailed to thousands of our most engaged supporters to encourage them to make a resolution to continue to do something to help make a difference to those affected by cystic fibrosis.
The pack follows the general format and layout of the pack that I designed the year before except the orientation has been changed and the copy and imagery adjusted to fit in with the superhero theme. Each activity has an activity rating (aka villain rating) to help the reader to decide which activity they would like to do.
Role: Graphic Design / Creative Artworking
What was created: FACEBOOK, TWITTER & INSTAGRAM ADS AND POSTS
Platforms: Facebook, Twitter, Instagram & LinkedIn
The Marketing and Communications team agreed that it would be a cool idea to integrate some of the superhero elements into user generated photographs and photographs of events and activities that we had collected over the years to use as part of the campaign promotion. I worked some of the superhero elements into the photographs ready to be used for social media ads and posts.
In addition to this we also decided to trial Instagram story ads and decided to trial two types. The carousel made up of three images and also three single adverts which displaying the superheroes with a small amount of accompanying copy (copy not shown below). I worked on the artwork for these ensuring that they tied in nicely with the overall look of the campaign.