The idea was to show in a striking way the extent of the problems that need solving, by making everyone aware of the costs of changing the world, while making them feel that they are the ones who can change things.

We created a series of print ads that focused on several major world issues: Poverty, Deforestation, Cancer, Cleaning the Oceans, and animal extinction. The imageries created an emotional connection and at the same time alarmed the viewer with the extent of each problem. They provoked a need for immediate action by playing with elements that create distress. The visuals were a combination of photography and illustration. We designed individual fonts for each visual, that reminds the world of money.

The campaign provoked a visceral reaction in viewers. Seeing the world with dramatic but realistic eyes provoked a feeling of empathy and made people believe in the need for immediate action. This call to action also gave everyone a sense of hope and empowerment that they could become the ones solving the problems of the world in the future.