Using The Beatles song of the same name, ‘When I’m Sixty Four’ is a typography led campaign that tackles head-on the underfunding of care homes in the UK during the COVID-19 pandemic. The campaign was completed as an entry for Google’s and HMCT’s brief for the annual D&AD New Blood Awards. Through the use of a multi-dimensional campaign, I designed a range of items including physical products, print and digital elements to all work together to generate funding for Age UK. Visually, the campaign combines the modernist Google typeface ‘Manrope’ with handwritten elements to deconstruct the lyrical content and convey the illusion of underlining messages within the music.
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