LO QUE IMPORTA ES LO DE FUERA CAMPAIGN
BRANDING ✦ ILLUSTRATION ✦ DIGITAL DESIGN ✦ EVENT
WE NEED PEOPLE TO BECOME AWARE!
In Securitas Direct, one of the priorities is to reduce as much waste as they possibly can and become greener every year in order to battle the climate crisis. Being a multinational with over 5.000 employees in Spain, it was crucial that employees (working in the office full-time) know how their individual behavior can impact the environment in a greater scale.
THE CONCEPT
🇪🇸 LO QUE IMPORTA ES LO DE FUERA (Y CÓMO LO CUIDAMOS DESDE DENTRO)
🇬🇧 IT'S WHAT'S OUTSIDE THAT MATTERS (AND HOW WE CARE FOR IT FROM INSIDE)
I chose to give a twist to the classic phrase "It's what's inside that matters" and use the opposite statement to get the attention of people. At first glance this phrase would sound superficial, but, in this context the outside means the environment and how we take care of it from inside (our habit within office hours), matters a great deal.
MATERIALS
﹡LOGO & BRANDING
﹡POSTERS & BANNERS
﹡E-MAIL DESIGN
﹡CHARACTER DESIGN
﹡PROMOTIONAL MATERIAL
PRINTED GUIDE: HOW TO
CORRECTLY SEPARATE RESIDUE
ONLINE PIECES
1
2
3
SHARING REAL DATA AND ADVICE WITH EMPLOYEES TO CREATE AWARENESS
CHARACTER DESIGN:
PORTRAYING EMPLOYEES
I created a series of characters performing daily activities in order to portray employees in the campaign and incorporate them in the designs:
PEPE, THE
CLOWN FISH
They expressed a concern regarding how to keep employees engaged in the cause, so I created Pepe the clown fish (from Pez Payaso).
Pepe would appear in the bottom of the monthly corporate newsletter, creating awareness in the form of a comic strip. I thought it would be funny if he would start telling a joke or making puns related to the environment only to finish with an educational punchline, because "Taking care of the planet is no joke". It was a hit!
Employees embraced the campaign and the effort from the company to change its practices and put focus on the impact it has on the environment, but more importantly, they also began educating themselves into how to embrace best practices and the importance of how the sum of everyone's little actions, have a great impact on a greater scale.
