How do you approach important and heavy topics without feeling like you’re just putting information in people’s throats?
This is a question that many creatives face when creating campaigns around health and wellness campaigns, and while there is no easy answer, Giancarlo Rodas, creative director of the Droga5 group, says that sometimes the stars are ‘align in a great concept.
Describing the spark that led to the Cannes Lions Drug Award-winning campaign5 “Toxic Flag”, Rhodes explained: “We were having dinner in Lebanon and someone was talking about the issue of incinerators sending toxic fumes to Beirut. we had just seen a digital artist creating a virtual smoke banner and we thought, “Hey, what if we could work with these artists to build the flag in real life?”
The resulting point featured a flagpole releasing a black (non-toxic) column of smoke over the city, which drew attention to the invisible but extremely toxic fumes emitted by garbage incinerators.
“It’s such a simple idea,” Rhodes told Jason Feier, editor-in-chief of Entrepreneur magazine. “We just found a symbol of what we meant.”
Watch the full interview between Rhodes and Feifer for information on how to design and execute simple and effective messages for any audience.