In a global pandemic there is only one item of clothing that is truly important - your mask.

But during a time when the world was more than a year into this crisis, Ireland was on course for an unwanted world record - the longest lockdown of any nation. Caused by the fact that in early 2021, Ireland had the highest infection rate globally. Public opinion of the Irish government was at an all-time low, leading to anti-mask and anti-lockdown sentiment being at an all-time high.

The Good Mask Co., an Irish PPE manufacturer specialising in KN95 Masks, wanted to cut through the spread of misinformation to highlight the fact that a mask is one simple thing anyone can wear to protect themselves and others.

So, we shot a campaign to do just that. One that featured naked Irish people wearing the only covering that matters - their KN95 mask.

The posters were displayed in large 48-sheet billboard format.