For its appearance at the Frankfurt book fair, TV channel ARTE decided to confront the public with the all-defining question: How do we want to live? Looking for answers, ARTE put 8 public figures from all walks of life on a boat and documented their process for TV. But how do you promote the programme whilst also stimulating people to find their own answers?
First of all, we realised that being asked: “How do we want to live?” feels completely overwhelming. Because it masquerades hundreds of questions as just one. So we extended it to make it more accessible: Where, for what, from what, with whom, why and without what do you want to live? This query led our social and (D)OOH campaign. The boat of the think tank carried a huge banner, winning the attention of people on the shore. The resulting ideas were packaged into a foldable poster and handed out at the book fair.
Since we wanted to provoke thoughts, and not direct them, we made our design serve as a blank canvas. For this, we kept the font simple and chose a white background with fine lines, imitating an empty notepad, ready for fresh ideas. And of course, we couldn’t resist making it into an actual notepad as well.
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