The Sydney Morning Herald held an ad challenge, inviting readers to come up with an advertisement to help curb the prevalence of alcohol-related violence in Sydney.
Myself and a partnering copywriter Nicole Hedemann, organised people in our team to participate in a group brainstorm. Together with 5 others we came up with various ideas and skamps before moving forward with one.
We came to the understanding that it would be difficult to target the one violent attacker and change their perceptions so instead we focused on the friends and bystanders. We attempted to evoke guilt so that in a 'punch drunk' situation the bystanders would feel that by doing nothing, they're almost as guilty as the hitter.
Copywriter: Nicole Hedemann
Art Director: Dan Krause
Art Director: Dan Krause
