In the vault of rejected proposals (god knows we all have a huge stash), here's one which I had loads of fun with. A traditional brand wanted to re-connect with a younger demographic, to be their trusted companion while they navigate the stepping stones of bills, bills and more bills. We saw an opportunity to engage by easing the biggest annoyance of growing up, “Adulting”. Make adulting positive and own it.
Visually, the brand’s red had a rather traditional authoritative palette, and it was made more apparent when used on social media. But with a full on red assault the energy changed drastically. It became more striking and instantly exuded more character. Red is fun, red is exciting, red is adventurous, red is anything but your dad warning you about adulting. Welcome to a daunting new world that you can glitch and have fun with the right guidance.
Art Director: Fai
