Child Poverty Action Group
CPAGRole: Lead Designer
Design Team: Tim Green, Ryan MacEachern
Creative Lead: Megan Eagan
Agency: Creature LondonCPAG set out to reignite the conversation around child poverty, they wanted a campaign which was impossible to ignore. Imagination is a powerful thing, especially for children. As CPAG is a charity, we wanted to create unique and powerful visuals on a low budget. Therefore we decided to use AI-generated visuals to bring examples of children’s imaginations to life, such as sock monsters and rainbow unicorns. Contrasting these bright and fantastical images against a grey concrete texture really helped give the visuals real emotion. We used the brand’s bold font in a way that felt cold and structured in contrast to the words written. The visuals were all about that contrast between playful imaginations and the reality of what the charity is supporting.