Cannes Lions

Noose

M&C SAATCHI MALAYSIA, Kuala Lumpur / THINK CENTRE / 2016

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Credits

Overview

Description

We wanted to get everyone involved. If each one raised their voices against the death penalty, the collective voice could be collated and presented to the government as a public opinion to remove the death penalty

Execution

The sound waves on the poster starts from the headline which acted as a catalyst to trigger the bigger soundwave in the middle that sliced up the symbol of death penalty - the noose. Hence, the typography was treated with subtle extension to its ascenders and descenders that mimic soundwaves. The lines of the magnified soundwaves that is slicing up the noose are made up of actual incised lines on the poster.

Outcome

At the time of entry, a significant year-on-year increase in awareness and sympathy for the cause was recorded. The campaign is ongoing.

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