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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

THE MORE WE TAKE, THE LESS WE GET

ClientMALAYSIAN NATURE SOCIETY
CategoryA02. Posters
TitleTHE MORE WE TAKE, THE LESS WE GET
Product/ServicePUBLIC SERVICE
Entrant Company:DRAFTFCB Kuala Lumpur, MALAYSIA
Design/Advertising Agency:DRAFTFCB Kuala Lumpur, MALAYSIA
Credits
Name Company Position
Lakshmi Mohan Draftfcb Executive Creative Director
Raymond Ng Draftfcb Creative Director/ Copywriter
Yoky Christianto Draftfcb Art Director
Soo Yew Meng Draftfcb Art Director
Oh Chin Jin Draftfcb Senior Copywriter
Steven Yong Draftfcb Art Director
Lawrence Chuah Draftfcb Client Servicing Director
Jacqueline Li Draftfcb Group Account Director
Felicia Oh Draftfcb Account Director
Amos Chan Draftfcb Account Director

Brief Explanation

We are never impacted by the things we never see. We had to illustrate to the public that our pursuit for progress has left a grieving impact on the environment.

Describe the brief from the client:

All our actions have an impact on the environment. Some of which we never fully see until it's too late. Our task was to visualise the effects of our actions.

Description of how you arrived at the final design:

We let nature speak. Using the fragility of a leaf, we illustrated how nature is losing the battle against our pursuit for progress. In the end, we as humans are actually the ones who will suffer from this loss. Because the more we take, the less we get.

Indication of how successful the outcome was in the market:

Support for this campaign has seen a steady increase of 10% since the launch of the communication.