The brief was to take a key innovation from one country and translate it to suit the public/culture of another country. I picked the concept of Carrotmobbing; a method of activism that leverages consumer power to make the most socially-responsible business practices also the most profitable choices. Essentially, it is a network that organises consumers to make purchases that give financial rewards to those companies who agree to make environmentally friendly choices. The fact that this idea seemed very rational and at the same time within my own powers to achieve, is why I decided to translate it to the local markets of India, where I am from. I chose to work on specific visual elements of the Campaign. I re-designed the original Carrotmob logo to better suit Indian markets and make it more recognisable. I illustrated the logo by hand, taking inspiration from the traditional 'woodcut' style. My key inspirations were the wordless graphic novels of American illustrator and storyteller Lynd Ward. Using dramatic wood engravings, he created a style that was part Art Deco, part Expressionism and part something else entirely. His novels are pinnacles of the unique art of contrast, light and darkness, both literally and metaphorically. I also looked at works of American illustrator Steven Noble, who has created many nationally recognized intricate woodcut logos and ad campaigns for a large list of high calibre clients. I was heavily impressed by his highly disciplined and complex line work.
I also created a comic-strip explaining how Carrotmob works, using hand-drawn illustration in the traditional Indian Warli-painting style. I thought it would suit the tastes of Indian audiences and draw their attention. To further promulgate the campaign and event, I also designed Posters, Flyers, T-shirts and Stencils using the same woodcut Carrot logo and illustrations. The posters and flyers gave me an opportunity to work with text and expand my knowledge of type; an area I usually avoid delving into.
It was a very interesting brief to undertake and a subject that drew my immediate attention. The simplicity, along with the eclectic mix of traditional and modern methods of advertising and illustration is what, in my opinion, make the campaign a visual success.
