Ericsson innovation awards campaign —
The future of truth
Awards: Transform Award Winner 2019 (Silver), Drum Awards 2019 Finalist, Creative Pool Awards Winner (Bronze) 2019
Every year Ericsson host the Innovation Awards – a global student technology competition that challenges the talent of tomorrow to solve the problems of today. The theme and challenge of 2018 was ‘The Future of Truth’. The amount of data we send and receive is growing. 2 million articles and 50 million tweets are sent each day. In the age of digital it’s harder than ever to spot the truth from falsehoods. Ericsson challenged students around the world to propose technical solutions that improve people’s ability to find and validate information.
Challenge:
To create interest and awareness of the 2018 global student technology competition.
Creative concept:
The truth is hard to find
Solution:
The campaign ‘The truth is hard to find’ uses a series of interactive typographic games such as word searches to create interaction. At first glance the messages are the kinds of things we see every day – such as a boring message from a bank but on a second look has a different meaning. The subtle highlighted words tell much darker stories such as identity theft or fake news. These typographic games make people work harder to find the information and double take what they read.
We used scenarios that students could relate to. If we could show the students that the subject matter relates to them, they’d be more inclined to engage, get involved and do something about it.
Role: Lead Creative – Art direction, concept, copy platform and design
Project completed at Interbrand
