Today the average child spends less free time outside than a maximum-security prisoner. But how do you take a statistic like this and really bring it to life to make people stop and take notice; or even change their behavior altogether?
For this Dirt is Good campaign we created a series of ‘mug shots’ showing children in the infamous prisoner pose – holding a board, complete with name and age, against a height chart background. Through carefully styled, provocative photography and a series of animated GIFs, we captured people’s attention, helping to spread the message all over the world that a play imbalance exists.
Mug Shots was used in Unilever’s first ever Twitter Moments campaign, and as a full-page print ad in the Metro and Evening Standard. A key asset for the brand campaign launch, Mug Shots encapsulated the message about children’s lack of outdoor play – calling on parents to help #FreeTheKids.