HANDSOFF! print campaign (2015)
branding, corporate identity, print campaign, brochure, styleguide
Human communication behavior changed through technical advancements over the last few years. Today everyone owns a smartphone. It has become the all-in-one device and people carry it with them everywhere. Yet, most people overuse it. Instead of texting or using apps every now and then, they would rather get lost in front of their touch screens and ignore all of their surroundings and whereabouts.
With the brand "handsoff!" I want to raise awareness to that phenomenon and invite people to take part in real life instead of the digital. The context of the name hints the demand to put away smartphones more often.
The print campaign consists of three themes which are each dealing with a specific deviating app. The distraction is symbolized typographically with oversized and obtrusive typeset texts as the Facebook newsroll or a WhatsApp conversation. By watching the posters, people should become irritated and think about their communication behavior.
The brochure, on the other hand, clarifies the issues regarding exaggerated smartphone usage – in form and content. As a symbol for smartphone interference, I inserted red transparencies between the pages which act as color filters. At first, just a few words are visible. Only after turning the red pages, the observer is able to read the whole text.