Andy Harvey's top picks from D&AD
Moving Brands’ Creative Director Andy Harvey shares his four favourite projects from this year’s D&AD festival in London, highlighting the organisations using tech creatively to achieve meaningful impact.
Adidas Green Light Run Tokyo
To celebrate the opening of its store in Harajuku, Adidas Japan organised a unique city run through the busy streets of Tokyo, where the runners were never stopped by red lights. The team behind the race used traffic data as material in their creative process, taking into account traffic light distance and timing to create the perfect city run. I really like how this solves a real city runners frustration, and the threat of encountering red lights if your pace drops adds a fun, game-like layer to the whole thing.
Like many places which are reliant on tourism, the tiny island nation of Palau wanted a brand to help it stand out as a destination. The solution was heartwarming and simple, a pledge to the Children of Palau to act in an ecologically responsible way. By stamping it into your passport it will remain a lifelong reminder. By signing it upon entry your commiting to behaving in a responsible way. Forget visual identity this is brand as a direct emotional connection.
Scam emails are no laughing matter. 45% of all emails sent are spam, and their senders earn on average $7,000 per day. Netsafe (NZ's online safety body) turned this problem on its head by creating a bot to scam the scammers. The bot cleverly adopts different personas and lures the scammers in with an endless chain of emails which wastes their time. I loved the audacity of the idea, and its simplicity – it's a free public service which only needs you to forward an email and the bot takes care of the rest. Five years, one month and seventeen days already wasted.
NSC – Prescribed to Death
The National Safety Council, a US non-profit wanted to raise awareness of Opioid addiction. To get people to understand the scale and human factor of this epidemic they created a living memorial, composed of a wall of 22,000 pills representing every person who dies each year. Each face is carved with a 3D image of someone who fatally overdosed in 2015. Every 22 minutes a new face is carved and added to the wall. I really loved how this work blends an experiential installation, robots carving faces and an emotional rawness to make people stop and rethink.