Labelling Matters

Campaign concept for labellingmatters.org. The brief was to create awareness amongst an 18-35 year old demographic who are both politically aware and conscious of animal welfare and food standards. Considering a shock factor and attention grabbing approach, the idea behind the campaign is to highlight society's inability to label what really matters, tapping into topics fresh on the target audience's agenda. The concept can be easily expanded to include different issues and respond reactively to current trends. Concept photography sourced from Behance.