CLIENT

AdMental

PROJECT

BRIEF

The brief was to create an eye catching, ‘positive-vibes’ A3 poster that captures a wide target audience, to promote the 2023 AdMental event. It needed to represent advertising and to promote mental health, rather than mental health itself.

SOLUTION

After exploring a range of ideas through mindmaps, moodboard and sketches - the concept of ‘Brian the Brain’ was born.

Since the brain directs our thoughts, much like a director leads a show, this metaphor felt like a fitting way to represent both advertising and the promotion of mental health.

The idea centers on the brain taking charge of its own narrative — What better way to promote mental health than for the brain to promote itself?

‘Brian the Brain’ was brought to life using scrunched strips of pink paper, giving him a distinctive and approachable look. With googly eyes and adorable shoes, Brian sits confidently in a director’s chair, embodying both authority and warmth.

By developing Brian as a character, there is strong potential for him to be featured across a variety of advertising materials and event merchandise, helping to create a cohesive and memorable campaign identity.

SCOPE

Ideation | Concept development | Craft | Print-ready files