Design Direction
In 2016, Oxfam refocused its annual ad campaign on a subject in the current spotlight: the plight of refugees fleeing violence. We tested three concepts, and rolled out the highest performing — SEE ME — across digital and out of home media.
The principle of the SEE ME concept was to call out the individuals often lost in the flurry of numbers we hear, and to elevate the individuals, confronting the viewer directly, challenging them to act.
Out of home ads appeared in print and digital displays in public transit stations, and rail and bus cars and shelters, across Oxfam's target metropolitan areas including Boston, San Francisco, Washington DC, Seattle, Chicago, Orland, Austin, and more.
The digital display campaign featured subtle animation to catch the viewer's wandering eye and focus on the individual being called out.