Moving on from the last post where I explored more ideas, http://hello.iampingpong.com/?p=1385, I decided to work with the headline of ‘I Was Cheated by a Label’. Label referring to food labeling of course and not to be confused with labels in the form of fashion labels or stereotypes, I would have to make sure I stay clear of those issues as I do not want to complicate my campaign. I liked what I saw from the research I did found at http://hello.iampingpong.com/?p=1412

I wanted to work along the lines of misleading the viewer to think the ad was about being cheated by a partner in the form of a break up etc, here are some mock-ups I made which would hopefully give you an idea. (images as clearly seen were taken off from getty =)

The images would have a hint of food packaging and labeling with a food product placed in it. Also, on the website showmethelight.co.uk, which was a URL title I coined previously for this project, there would also be videos of confessions and women ‘crying’ talking about how they have been cheated. Only revealing at the end that they were cheated by food labels.

They have been executed in 2 styles, a more warm look as seen below and the bottom B&W ones would follow a more abstract studio photoshoot style featuring obese women.

Will be meeting Monica for a tutorial to get some feedback