For the second consecutive year, we worked with SPD to create a series of ads to support and promote inclusivity of persons with disabilities (PwD) in society. Featuring 3 real individuals with disabilities and a pool of voluntary talents, the ads were shot to mimic a fashion editorial look with a cohesive nude-coloured wardrobe. The headline directly calls out society's inclination to see PwDs as being different, in an attempt to challenge way people think.
By making this statement, we hoped to make people stop and think of their own perception of PwDs, and encourage society to NOT spot the differences. After all, we are ALL different in our own ways.
The series of ads were launched in conjunction with the International Day of Persons with Disabilities. They could be spotted in several MRT stations across Singapore, as well as on social media. Throughout its month-long run, we encouraged passers-by on their daily commute to reflect and invited them to join the movement towards change on SPD's website.
Find out more here.
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Creative Director: Kevin Geeves, Mike Sutcliffe // Strategist: Felix Pels // Account Director: Ashley Leong // Art Director: Atiqah Ashari // Shot in collaboration with Dominic Phua of Studio Daydream
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