The Pass is a nationwide campaign for UK charity Art Fund's National Art Pass—an initiative launched in 2011 which grants its members with free and discounted access to hundreds of museums and galleries.
The creative literally enumerates the multitudinous advantages available with the Pass. It takes an emotional approach, different from previous campaigns, usually focused on the art and economical benefits only. The radio pieces feature voiceovers from Adam Buxton and Lauren Laverne.
16 sheets set
Tube panels set
I created a range of typographic executions visually parting from image-led prior campaigns and aligning with the new creative message.
Listing varied kinds of benefits, the text is set adopting the stream of consciousness narrative style. This reinforces the campaign's emotional angle both visually and in an appropriate literary way.
The campaign also ran some Christmas themed press ads.