Concept and Copywriting
I conceived this digital poster with art director Paul Ryan. Originally, it was part of a campaign for Paris, but Dyson decided to use the idea here in London as well. While Dyson Air Purifiers are amazing pieces of technology, many people are unaware of how bad indoor pollution is. So, before we advertised the product, we had to educate people about the problem. In addition to the digital display, we created a still, single-frame version of this idea – a simple side-by-side Pollution / Solution.
Concept and Original (English) copywriting
My art director Paul and I have created integrated advertising and social media campaigns for Dyson Air Purifiers for various European markets. Each market has its idiosyncrasies, and we tailored our messages to suit local needs.
We conceived the campaigns in English, and then they were translated for the different markets.
This poster is from our Paris campaign. Translated, the two-part headline says: “City air in your home? Change the air!” (I didn’t use an exclamation mark. The translator thought it was appropriate to use it in French.) The market feedback on this campaign has been very positive.