Self-set project
The brief: Create an advertising campaign for a modern film adaption of George Orwell's dystopian novel, Nineteen Eighty-Four.
The solution: A three-part campaign that makes the viewer think of life under a totalitarian dictatorship through passive reminders of the state's power. Through unbranded posters and state-owned products that appear in the film (Victory Gin & Cigarettes)
The second phase of the campaign is rebellious graffiti being painted in public places. This reflects the silent resistance of the protagonist and civilians, as shown by the handwritten, informal and illegal method of the message's delivery.
The third phase is more-traditional advertising phase is focused around London landmarks and the slogans of the plot's ruling party "War is Peace, Freedom is Slavery, Ignorance is Strength".
"Freedom is Slavery" features Tower Bridge. Bridges are symbols of connection and freedom, yet on this poster chains and railings flank the towers, showing the alternative reality in which the film takes place.
"War is Peace" features a version of Big Ben displaying a 24 hour clock (the time used universally in the novel) with multiple CCTV cameras above the clock.
"Ignorance is Strength" portrays the statue of Lady Justice that stands above a crooked Old Bailey. Her back is turned to the audience, her scales unbalanced and her sword facing down towards the public.