Magnum Opus Partners encourages Aussies to ‘Wear your mask. Always’ with new campaign
Melbourne agency Magnum Opus Partners has taken it upon itself to support the case for everyone to wear a mask until Covid-19 is beaten, with a simple take on the well-known colours associated with the Surf Life Saving.
Showing a mask in those colours with the single word ‘Lifesaver’ imprinted on it, the campaign urges readers to “Wear your mask. Always.”
Agency creative director Pat Langton said the genesis of the idea was to combat any negative publicity about the wearing of masks – which are now mandatory in Victoria – and to create a positive buzz around them: “Masks have been a bit controversial for some people since this pandemic began, but there’s ample evidence that they reduce the incidence of infection for both the wearer and those they come into contact with.We have gone with a witty but incredibly simple message, which we will promote at our own cost on social media. Of course, it would be nice if everyone who agrees shared it!”
The campaign is now running across social platforms.
Production: Magnum Opus Partners
10 Comments
Was this an AWARD School brief?
Where has the creativity gone?
This is an amazing time for creative thinking to really help solve a problem.
And at best we are seeing junior social media posts (not just this post BTW).
Badly shot.
Badly typeset.
And how can you wear a mask always? In your sleep? While eating?
Just plain bad.
Woooo watch out. The lifesaving association are very protective of their colours and copyright.
I was thinking about breaking the law and getting a massive fine – thank GOD I saw this ad first.
So much virtue signalling in this industry. It’s gross.
Stolen IP? Melbourne = “Australia” now? Zero chance of actually changing behavior?
This is nothing but a smug school project idea reverse engineered into a non-existent brief just like those “brilliant” logo ideas I keep seeing on LinkedIn.
We are all hurtling to our impending death, so why do you care so much if this is ‘good creative’ or not. It’s just advertising. On the flip side, why would you also waste your time making this. Not sure where I stand now.
It’s created quite the debate on social, which I guess was the point. No?
The point was to get people to wear masks. I know that because I took the time to read the ad.