Change 4 Life ‘Smart Swap’ factoid concepts

Change 4 Life ‘Smart Swap’ factoid concepts
Role: Design, art direction, illustration
Client: Department of Health / Change 4 Life
Agency: OgilvyOne
2013

 

Design, art direction and some illustration as part of the Change 4 Life ‘Smart Swap’ campaign .

Brief

Department of Health / Change 4 Life ‘Smart Swap’ campaign urges swapping sugary or fatty food with healthier options.

Using existing C4L visual identity, come up with an illustration/infographic layout solution which would convey the campaign’s concept while incorporating the campaign’s ‘fun factoid’ about how the calories or weight saved in each swap equated to more relatable scenarios in real life. These illustrations are to sit within existing emails.

Project

The layouts had to unify many different illustrations and scenarios together, so I divided the layout into 3 parts: ‘If everyone in UK did your swap for the day’ (which would be the same on all illustrations and personalises the campaign) on the left, the ‘swap’ part that the campaign email focused on in the centre, and then the factoid on the right, with the illustration playfully interacting with the ‘swap’ product.

Where existing assets couldn’t be used, I illustrated them (eg. planes, pool, UK map). I tried a number of different colour combinations and backgrounds. The chosen route was on simple white background. Last example shows visual in-situ in the campaign email (desktop).

 

Case study video