UNMASKED by Zig Toronto for CENTRE FOR ADDICTION AND MENTAL HEALTH

UNMASKED

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Industry Hospitals, Healthcare facilities & Medical Services, Charities, Foundations, Volunteers
Media Design & Branding
Market Canada
Agency Zig Toronto
Executive Creative Director Martin Beauvais
Designer Dylan Royal
Released October 2009

Credits & Description

Category: Posters
Advertiser: CENTRE FOR ADDICTION AND MENTAL HEALTH
Product/Service: FUNDRAISING
Agency: zig
Date of First Appearance: Oct 3 2009 12:00AM
Entrant Company: zig, Toronto, CANADA
Chief Creative Officer: Aaron Starkman (zig)
Executive Creative Director: Martin Beauvais (zig)
Design Director: Andrew Cloutier (zig)
Designer: Dylan Royal (zig)
Project Manager: Jackie Galvin (zig)
Planner: Peter Kaegi (zig)
Media placement: Posters - TSA - 03, October 2009

Describe the challenges and key objectives
The party’s key objective is to raise money for mental health awareness. It’s held at a chic nightclub and is attended by wealthy Torontonians, so the posters needed to communicate the tone of the event. The idea behind the name 'Unmasked' is that one of CAMH’s primary goals is to remove the stigma put on mental health and addiction sufferers, which limits their success.

Describe the brief from the client
Design a poster to advertise Unmasked, a fundraising party put on by the Centre for Addiction and Mental Health (CAMH).

Describe how you arrived at the final design
The idea of 'unmasking' mental health and its stigma was already established by the client, but we needed to illustrate it. We created a series of 4 'unmasking' illustrations. In each, the mask dissolves into a cascade of beautiful bits, telling the story of lives transformed and beauty unveiled by CAMH’s work. We set the illustrations on a rich black background and added a hint of bright colour, creating a nightclub feel, and proving that even mental health can be sexy.

Give some indication of how successful the outcome was in the market
Attendance increased from 500 to 600 and the party raised $600,000.