New Blood Entry — What If?
Key4Life & Landor / 2021
The challenge was to create a campaign to show what the implications of knife crime can be, whilst showing the other paths to tread.
Futures, desires, aspirations, vacations are all present in every young persons head, but What if carrying a knife will ruin your future and aspirations or that of another person. Opening minds to the many bright futures which could await them, whilst also showing the harsh reality of what could happen if they continue to tread down their current paths. What If is a typographic-led campaign that uses the power of words and visceral qualities of typography to stop young people in their tracks and open their minds to better things using their aspiration as their motivation.