A collaborative project submitted as part of D&AD New Blood 2017. The brief required us to identify a misinterpreted and misunderstood culture to present as a typographically-led campaign, which interacts on both physical and digital platforms.
As there are many cultures and societal subcultures throughout the world, the team wanted to focus on something close to all of our hearts- shedding the stigma on tattoo culture. We wanted to showcasing the diversity of the culture, bringing it out from the shadows and highlighting that stereotypes no longer define the inked individuals out there. In order to be accepted as a legitimate form of expression and empowerment, we collectively felt giving tattoo culture this platform was fairly due. Utilising print, digital and interactive collateral, the aim is to engage with a broader audience, aiding in the fight to change deep-routed stigma both at home and away.
By focusing on specific 'characters', we were able to collate a body of first hand research all for a united concept and message - everyone has their right to express themselves, sometimes on the skin feels like the best representation of identity, and that shouldn't be frowned upon.