Why is it we live in a world that is so diverse, yet we are constantly judged if we don’t follow the ‘norms’ of society?
Responding to social expectations, ‘Big Deal! So What?’ is a campaign that aims to create a sense of inclusivity, relieve the stress of judgement, and act as a voice for those afraid of speaking up.
Using a playful tone, humour is adopted through the illustrations depicting a “role play”, acting as an unbothered and content response to the judgement held; a sarcastic “big deal, so what?” moment. Accompanying this, through copywriting and colour, a loud and proud voice is communicated as the design stands out amongst an urban environment, like the inexperienced supposedly stand out amongst society. This campaign encourages diversity to flourish. It grows confidence to destigmatise inexperience, decreases social anxiety, and result in a reinvented FOMO; Finally Over Missing Out.
Read more here.
