(04) Black Lives Matter Toronto Spec

Black Lives Matter Toronto

Brand
Black Lives Matter Toronto (spec work)
Discipline
Art direction, design
Deliverables
Out of home, print, social stories
Black Lives Matter Toronto key visual

What if your ID showed what people assume about you?

This spec campaign for Black Lives Matter Toronto rebuilds Canadian ID, from driver’s licences to passports. Next to each name and photo are three new fields: what you see, what you should see and what they are. The answer is always the same: a human being.

Black Lives Matter Toronto, campaign asset 1
Black Lives Matter Toronto, campaign asset 2

Identitiesshould nothave to bejustified.

ID exists to prove who you are. Here it exposes who people assume you are, in a format everyone carries.

  1. 01Concepted the ID idea and wrote the campaign headline
  2. 02Recreated Canadian ID formats so each card looks real at first glance, then turns on the second read
  3. 03Kept every placement to one line, one card and one logo, across billboards, print and social stories
Black Lives Matter Toronto, campaign asset 1