We all have these big questions from time to time. The type you ask yourself under the shower or when you’re aimlessly strolling through a park and wonder: ‘what would that tree be thinking about?‘. But who’s asking these questions? In comes the little human.
For the launch film, which will be shown online and in cinemas, we added some lightness to these questions’ heft with a diverse set of illustrated people. We contrasted these with imagery inspired by that from old encyclopaedias.
Big questions deserve a big canvas.
So we made sure that the questions took up enough space. For the campaign we used bold typography to make them stand out. The very clean ARTIS lettering and the neutral colours of the background and illustrations provide the perfect frame to make these questions really pop.