Brief: To break down the word Independence and uncover what it really means to be independent.
Concept: Independence is an over-used, stereotyped word. I wanted to go back to the essence of what independence meant to people. How they perceived and interpreted the word.
Solution: From my research I realised that people interpret the word in very different ways. People chose to tell me about the little moments in life that made them the people they are today.
I wanted to celebrate this. I created a viral campaign which incorporated the stories I had gathered and encouraged more people to share theirs.
Have a look at the live Instagram feed.