L'air
à prix d'or
Chaque année s'organise le festival
"Les Chatons d'Or", qui promeut la nouvelle économie créative, et offre aux jeunes
talents de soumettre des idées publicitaires
sur des thématiques données.
En 2016, une de ces thématiques proposait
de concevoir une campagne publicitaire visant
à vendre de l'air.
Every year, "Les Chatons d'Or", a festival which promotes the new creative economy, is organized and offers to young talents the opportunity to submit advertising ideas on specific themes. In 2016, one of these themes proposed to design an advertising campaign to sell air.
Affiche publicitaire format 4×3 m.
Affiche publicitaire format 4×3 m.
Let's not blow hot air, let's buy it!
Core target
• General public
• Environmentalists, people committed to the defense of climate and environment.
Selling air is not easy. So let's try to sell it for a good cause. That's why this poster was designed to convince the public to buy a symbolic pure air flask for the benefit of WWF to help finance its next "Paris Zero Carbon" Sustainability Action Plan in 2017. It is in fact a kind of call for donations.
So we decided to consider air as a luxury product, soon to be rare because of environmental pollution issues. This poster therefore seeks to reproduce a visual in the style of those of advertising campaigns for perfumes. However, instead of a wonderful or dreamlike world associated to the product, we have chosen to evoke the urgency of the situation by representing a heap of black and polluted smoke that invade the space around the product.