PROJECT INFO:

Shortlisted in the Irish heat of the Cannes Young Lions 2019.

The brief was to create an outdoor campaign that would make Fairtrade resonate with a younger audience.

Our insight was that young people rarely connect their everyday habits with the lives affected by them.

We paired familiar daily rituals with simple, direct copy to reveal their hidden consequences. A 9am coffee could crush communities. Peeling a banana became a child losing their home. Breaking a bar of chocolate represented livelihoods being broken apart.

By turning everyday product interactions into visual metaphors, the campaign encouraged people to stop, think and choose Fairtrade.