The concept for the campaign is “Journeys” this could be interpreted as many things, I see it as travelling or showing progression. Personally I took the progression route. More specifically the progression of the night. I wanted to show different stages of the night from sun set to just before sun rise. This is perfect for the campaign as it shows someone actually travelling but also that progression of night. This also fits the demographic as that age group tends to be more active and involved with travelling. The idea of the theme is that it can be approached in many different ways as long as it makes sense. My idea was more unique than just walking around somewhere which is why i think it would be more successful than other campaigns that take a more simplistic approach.
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