OUTDOOR

Cannes Craft Lions Finalist 2018   •   One Show Merit 2019   •  Spikes 2018 Finalist

Client: Samaritans Hong Kong  | Agency: Ogilvy Hong Kong  | Role: Copywriter | Associate Creative Director  |  2017

Problem

Although depression has been rising amongst Hong Kong's youth, these same people often project the appearance of being happy on social media. Real life is a different story. 

Idea

To let people know there's someone to help you if you feel like you're coming apart, we created double-sided posters with one side as normal, and the other unravelling. 

Execution

Each illustration was crafted out of embroidery using 1.2 million threads. On one side, the posters featured a typical selfie. The other side showed the same image but with loose threads unravelling, representing the real life depressed side - and the number to call for help.