I turned the campaign around positivity, and choose to start working with 2 colours that represent energy and positivity for me: Yellow and Orange.
The campaign will work around 2 main phrases, the two bellow:
I’ve done stop motion films, showing how the campaign could work…the colours don’t really match, but the main idea are there.
The screen action should be activate by the user touch. What I believe the best way to engage the user, it is the next step after reading the text and keep walking. So when the user is tempted to touch the screen, the attention is caught. Then, a short text appears and since the user is already close, and paying attention, the text will have much more impact.
And, as energy drives movement, the touch makes the slogan change. The slogan is, in a way symmetrical, what gives numerous possibilities for it to move around and morph. Given me possibilities to present the text in a much more interesting way.