Augmented Reality Campaign for BASMA
Self-Negotiated Brief, with the agreement of BASMA
Princess Basma’s charity in East Jerusalem provides formal and physical re-education for disabled children but also for their carers and family members to be able to continue taking care of their disabled children when back in the West Bank. The objective of this campaign is to raise awareness and donations towards BASMA's charity work. Charity advertising for children, disability and third world countries tend to be black and white shock or grim campaigns and I aimed to create a new mood for this campaign.
While my illustration is a seemingly chaotic jumble of various size and shape Arabic letters, the layout of my postcards and posters is based on a grid and content has a strong hierarchy. Similarly, while the white on white paint illustration connotes abstract art and bohemian artists, the geometric type and grid belong to the same
historical design context. Grids and Futura may seem fundamental corporate culture today but they were borne out of the same artistic movement and exploration of basic shape and colour between the 1890 and 1940.
I decided to create a series rather than one single poster or card, as I wanted to maintain interest and engagement with my audience. I have created three visual stories lines, the stories of three children: Hayat, Mira and Ritaj. Each story has its own trigger poster (to trigger the AR app to link to the BASMA campaign landing
page) or trigger postcard leading to a dedicated entry page with a different story for each child. But all pages have common structure and call for action: donate.
