The book of James says that faith without works is dead. In other words, you can't get one without the other. They're inseparably linked. Faith always leads to good works.
As we began to think about this campaign, reading James and gathering research, we noticed the enormous amount of juxtapositions within the book, the main one being faith and works. This eventually drew us to the symbol of the slash, from which we started putting together a moodboard in our "rough" phase of concepting.
In the "rapid" phase of concepting, we continued to flesh out this idea, specifically the slash element. We began to get further along, but we were still struggling to find the right tag, even though it was right in front of us, and we were still hung up on the black-and-white color palette, mainly because we thought it fit the direct, matter-of-fact tone of James.
After variations and variations within the "right" phase of concepting, we soon decided that we liked the slash element spanning across the entire design. In nuancing the design, we also came to the realization that a camapaign about the joy and call of doing good works needed to be warmed up with a little color; while the black-and-white palette was fitting to a degree, it ultimately felt too harsh and cold. As far as the tag goes, we were brought back to the juxtapositions and dichotomies within the book of James, which had become the essence of the design. Of all these themes, the one that summed everything up was, of course, faith and works.
Of all the different aspects of this campaign, the promo video we created best encapsulated what we were hoping to accomplish. Using the elements of the slash throughout, this video not only embodies the punchy yet hopeful tone of James but also sums up its many messages.
To keep the campaign in front of our audience, we created posters, as well as desktop and smartphone wallpapers, that feature key ideas and passages of James.
As a way to "prove" the central message of the campaign, that faith works, we created interactive installations at each campus of our church. We then asked people to take a note and encourage someone by noting how you have seen good works in their life in the past year.
We took the same idea from the installation and applied it to social media, specifically Twitter, Facebook and Instagram, using the hashtag #faithworks. It was exciting to see just the amount of posts and participation, people sharing stories of good works.
