OUTDOOR
Cannes Craft Lions Finalist 2018 • One Show Merit 2019 • Spikes 2018 Finalist
Client: Samaritans Hong Kong | Agency: Ogilvy Hong Kong | Role: Copywriter | Associate Creative Director | 2017
Problem
Although depression has been rising amongst Hong Kong's youth, these same people often project the appearance of being happy on social media. Real life is a different story.
Idea
To let people know there's someone to help you if you feel like you're coming apart, we created double-sided posters with one side as normal, and the other unravelling.
Execution
Each illustration was crafted out of embroidery using 1.2 million threads. On one side, the posters featured a typical selfie. The other side showed the same image but with loose threads unravelling, representing the real life depressed side - and the number to call for help.
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Unravelling#inreallife