This was a fictional campaign created and designed to focus on a social issue, and is no way actually associated with the Black Lives Matter movement.
The purpose of this campaign is to encourage participation to shed light on an issue in the battle against police brutality. Often times, the media portrays victims as thugs and gangsters due to clothing, race, past records, or even pictures posted on the Internet. None of these victims, often black, received their due process, yet are painted as guilty by the media. This campaign uses the hoodie motif in a very Grim Reaper-esque style (a symbol of death) to reiterate the slogan “Innocent Until Clothed Guilty,” however its meaning goes beyond just the hoodie, beyond clothing, and overall embodies the tactics employed by the public in vilifying the victim and excusing the actions of the police involved.
Having people put themselves in the shoes of the victim, or the “hoodie” of a victim, helps create empathy and allows an interactivity not seen with other campaigns. Through this interaction and engagement, people (users) can take the chance to understand the message and add to the hashtag via social media, the core part of this campaign.
War is Over font file: imagex-fonts.com High Voltage Rough Regular font file: http://loremipsum.ro/ Hoodie image (front & side view): mockupeverything.com/ (Paid License) Web icons: Google Design (Open Source) Facebook page mock up: behance.net/marijozlatic Guerilla marketing ad mock up: uiconstock.com Bus ad mock up: behance.net/Hrvoje_M Black Lives Matter marketing materials: blacklivesmatter.com Magazine Mock Up: behance.net/gallery/22061005/Free-PSD-Mockup-4K-Magazine Everything else is fair use or by permission of the person (personal pictures from Facebook and Instagram).
Once users input their face on the website, following the "Straight outta Compton" style of social media engagement, users can set the picture as a profile picture.
This magazine would have a cut-out where the user can place their face.
As people wait at the bus stop, they can engage with the ads and take pictures to add to the hashtag.
This ad would be shown in public areas, such as malls or public shopping squares, generally placed on a wall or free-standing outdoor advertising piece. It would record passerby's movements and in the same technology used in Google Hangouts or other interactive pieces, it would follow the movement and body shape and attach a hoodie to the body of those closest to the screen. Those who get closer will receive the message shown above.