Covid infection rates were on the rise, so it was imperative to remind society to keep doing the basics to stop spreading Covid to others. In short, this campaign needed to make it clear, to disrupt the transmission. This idea uses the concept of disruption to capture people’s attention and communicate key messages in a number of creative ways, namely by disrupting TV broadcast, disrupting radio shows, disrupting social feeds, disrupting internet browsing and even disrupting live events. The campaign uses the arresting art direction and sound design synonymous with a signal being lost, and this powerful, single-minded thought will land the significant role that we all have to disrupt the transmission and keep Wales safe. Integrated campaign for the Welsh government, created with Golley Slater, Cardiff.
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