We are surrounded by rules in our reality. In this reality, our nature is to conform, because rules are embedded into our thinking. Unfortunately, this is becoming omnipresent in the Advertising business. We have rules that we can sometimes break, but on a daily basis we must go with the grain to make that Dollar, Euro, Crown...But if “Breakthrough & Innovative” are also in our daily vocabulary, doesn’t that come by bending those rules, and rising above the shortsighted goals? That is why we felt compelled to make an agency print campaign to promote the fact that even in our sometimes “gray” reality, rules can be modified.
So we decided to make these messages as a kind of "manifesto" for which the agency LOWE Prague stands for.
ROLE: Photography, Design & Art Direction
The signs were printed on canvas and decorated the agency walls.