Hjarnfonden Outdoor A VIEW OF DEPRESSION by Valentin&byhr

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A VIEW OF DEPRESSION

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Industry Public Safety, Health & Hygiene
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Sweden
Agency Valentin&byhr
Art Director Albin Larsson
Copywriter Johan Nerman
Illustrator Peter Holmberg
Released January 2012

Credits & Description

Category: Special Build
Advertiser: HJÄRNFONDEN
Product/Service: MENTAL HEALTH AWARENESS
Agency: VALENTIN & BYHR
Chief Creative Officer: Magnus Tengby
Copywriter: Johan Nerman
Art Director: Albin Larsson
Illustrator: Peter Holmberg

English Translation of Main Headlines
One in four Swedes get hit by depression. Text PAINT to 72 930 to donate 50 SEK, helping to color someone's world.

Ambient Execution Description
At some point in life, 25 percent of all Swedes suffer from a depression so grave it requires medication. Hjärnfonden ("The Brain Fund") is a non-profit organization working to boost brain-related research and knowledge dispersion. Naturally, they wanted to raise awareness of this national disease and raise some much-needed funds in the process.

To dramatize how dull the world appears in the eyes of a depressed person, we turned the beauty of the Swedish summer scenery into a drab, colorless experience. A custom grey plastic film, applied to different windows, gave bypassers a chance to catch a glimpse of depression from a first-person perspective.

The campaign could be seen at the Stockholm Museum of Photography and on Gothenburg trams.