Habito - It's not as scary as it seems

Halloween campaign for Habito: ‘Mortgages made easier’ The problem Mortgages seem like scary financial concepts with words that sound terrifying. They are much like the monsters which appear around Halloween. The insight The phrases used in contracts and documentation associated with mortgages sounds positively frightening. The creative solution These words only seem frightening. In a way, they are wearing a scary costume. This typography led campaign shows how scary the terminology seems and then reveals its meaning, showing the audience that there’s nothing to be afraid of.