Create a launch poster as the first in a series of posters targeting employees, and promoting Affinion Group’s HR wellness program “Lean Green” campaign – an extension of Affinion’s Journey to Well-Being (JTWB) mindfulness program. The concept should encourage the manifestation of a greener workplace through education and participation and competitive challenge opportunities. To be produced in four languages and distributed to global offices.
The concept: The provocative headline serves as a call-to-action with a sense of urgency. The visual payoff is the planet as a ball. The font used is intentionally quite crude – having a very natural, almost hand-made feel which emphasizes the raw, earthy nature of Affinion’s Journey to Well-Being (JTWB) mindfulness program. A responsibility is being tossed to us, and we should be very careful to catch it. As we take good care of the planet, we then pass it on to future generations in better shape than we received it. The small text briefly expands on the program concept. The look and feel is (as is with the Lean Green logo itself), a raw and natural feel with a hand-drawn feel, and rough texture added. Of course, the color palette is mostly green accompanied by just a few earthy colors.
Early response and participation is high as the campaign continues.