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The Biggest Heist

Published/Aired: 
October 2019
Exposure Currency: The Biggest Heist
Exposure Currency: The Biggest Heist
Exposure Currency: The Biggest Heist
Exposure Currency: The Biggest Heist
Exposure Currency: The Biggest Heist
Exposure Currency: The Biggest Heist
Exposure Currency: The Biggest Heist
Exposure Currency: The Biggest Heist
Exposure Currency Integrated Ad - The Biggest Heist
Exposure Currency Integrated Ad - The Biggest Heist
Exposure Currency Integrated Ad - The Biggest Heist
Exposure Currency Integrated Ad - The Biggest Heist
Exposure Currency Integrated Ad - The Biggest Heist
Exposure Currency Integrated Ad - The Biggest Heist
Exposure Currency Integrated Ad - The Biggest Heist
Exposure Currency Integrated Ad - The Biggest Heist

Description

The ‘I scratch your back, you scratch mine’ idea of not paying a creative for their work and giving them ‘exposure’ in return just isn’t right. A creative loses up to US$6,620 every year through creating actual work for no pay. Upon the completion of the Exposure Currency, a series of visually-provoking advertisements that resemble an illegal money heist is conceptualised to raise awareness for the social campaign. Set in a shady and illegitimate art direction, the copy reveals a twist that the use of these notes are truly the biggest embezzlement in the design and creative industry, and does not have any worth. Embodying the social hashtag #NoToFreeLabour, these Exposure dollars are then sent out to opinion leaders and the media, encouraging them to take a stand in this movement.

Caption

Stop the biggest heist against the creative industry.

Copywriting: Boston Ho
Art Direction / Design: Jay Liu
Photography: Jonathan Paul
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