Give It Up For Trócaire
Trócaire’s ‘give it up’ campaign had its genesis in the charity’s realisation that the prospect of the traditional 24-hour fast was unlikely to entice a younger, web-savvy generation who likely regarded such behaviour as maybe a little bit medieval.
As such, the character of Gerald was conceived to encourage this younger cohort to consider packing in texting or coffee or digitally-streamed music for 24 hours as opposed to the full monty ‘fast for charity’.
Gerald dashes across town over 24 fast-forward hours in this attention-grabbing, high-octane animation, dodging cappucino cups, headphones and handsets to communicate the point that, this year, what you give up is up to you!
ROLE
Concepts, Art Direction, Illustration, Animation
(CREATIVE DIRECTOR - AREKIBO COMMUNICATIONS)
Trócaire Poverty Line Campaign
This concept hinges on an abstract depiction of the ‘poverty line’ referenced in the ad’s copy/narrative. Viewers gradually realise as the imagery pans to the left that this line is actually the cable of a computer mouse, a device which will enable the viewer to take a small action - through online donation - to help improve the plight of many millions living with hunger and oppression.
Although the concept hasn’t aged well in the smartphone era, it was hugely well received by the Trócaire marketing team at a time when most of us commonly used a mouse to navigate the web on desktop computers.
ROLE
Concepts, Art Direction, Illustration, Animation
(CREATIVE DIRECTOR - AREKIBO COMMUNICATIONS)
UN Summit Advocacy
This ad concept sought to induce viewers to sign an online petition to try to persuade world leaders to prioritise talks on world hunger at the 2010 UN summit in New York.
The concept uses cartoonish but attention-grabbing depictions of a group of national leaders as they talk the talk and walk the walk. Photoshop was used to morph the protagonists’ faces into distorted caricatures. These were subsequently exported to Illustrator for bitmap tracing which allowed them to be converted to vector shapes for easier animation and smaller file sizes. Set against a strong colour gradient taken from the Trócaire logo fada, the black and white characters stand out to dramatic if comical effect.
ROLE
Concepts, Art Direction, Illustration, Animation
(CREATIVE DIRECTOR - AREKIBO COMMUNICATIONS)