Problem Statement:
The Ministry tasked us with developing a "two-handed" campaign to prepare Canadians and monsters for the sudden arrival of monsters, aiming to prevent chaos, panic, and unnecessary carnage. The challenge is to convey a message and change in belief and behavior to prevent potential disaster, similar to a public safety or not-for-profit campaign.
Strategic Insight: "The differences are less scarier when you see the similarities"
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The creative concept:
The creative concept, behind "Shared Reflections," is driven by the recognition of the need to bridge the gap between humans and monsters. It revolves around showcasing monsters as reflections of ourselves, emphasizing relatable mental health triggers and personality traits. By highlighting similarities in emotions and personalities, the campaign aims to reduce fear, increase acceptance and tolerance, promote friendship and cooperation, and raise awareness and understanding between humans and monsters.
"Shared Reflections" humanizes monsters by depicting their relatable emotions, personality traits, and behaviors, thereby bridging the perceived gap between the two groups. Through emotionally resonant public service announcements (PSAs), engaging online personality tests, visually appealing body language guides, and informative educational materials, the campaign aims to portray monsters as reflections of ourselves.
By emphasizing commonalities in experiences and fostering understanding and acceptance, "Shared Reflections" seeks to cultivate empathy, friendship, and cooperation between humans and monsters, ultimately reducing fear and preventing potential chaos upon the monsters' arrival.
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