Dignitas
Exit with Dignity
Exit with Dignity
Brief: Dignitas, the Swiss euthanasia clinic, has decided to open a new branch in Manchester, England. Create the launch campaign.
Concept: This campaign announces Dignitas in Manchester, through tailored EXIT signs (stickers). Not only is the cultural reference clear, but the tagline adds value to Dignitas by superseding Exit (the competitor); EXIT WITH DIGNITY. The familiar green links in with the corporate colour of Dignitas. Euthanasia is a sensitive topic, yet this campaign manages t o transmit the message subtly without feeding the controversy.
Strategy: The signs will be spread around Manchester in specific locations pointing out the route to the Dignitas clinic. Starting from Manchester Piccadilly the city’s principal railway station, towards the streets where it continues with stickers, posters and billboards. This campaign leads the public to the updated website, where each person can gather information and testimonies to make their own decision, which is very in keeping with the philosophy of Dignitas. Online adverts will support the ambient campaign and promote the website.
Concept: This campaign announces Dignitas in Manchester, through tailored EXIT signs (stickers). Not only is the cultural reference clear, but the tagline adds value to Dignitas by superseding Exit (the competitor); EXIT WITH DIGNITY. The familiar green links in with the corporate colour of Dignitas. Euthanasia is a sensitive topic, yet this campaign manages t o transmit the message subtly without feeding the controversy.
Strategy: The signs will be spread around Manchester in specific locations pointing out the route to the Dignitas clinic. Starting from Manchester Piccadilly the city’s principal railway station, towards the streets where it continues with stickers, posters and billboards. This campaign leads the public to the updated website, where each person can gather information and testimonies to make their own decision, which is very in keeping with the philosophy of Dignitas. Online adverts will support the ambient campaign and promote the website.
Poster / sticker directing towards Dignitas clinic placed strategically in Manchester city.
Pointing out the stairs exiting Manchester Piccadilly station towards Dignitas in Manchester.
Lightboxes mimicking the original illuminated exit signs. Intentional use of repetition
Design of Dignitas clinic hallways using the room doors as part of the visual.
Clean 'sterile' design. Dignitas clients shared their experiences online, viewers can comment and sign the online petition
to legalize the service.
to legalize the service.
Online Interactive Advert.
The arrow will keep rotating (annoyingly) until the viewer clicks on it and directed to the company's home page.
The arrow will keep rotating (annoyingly) until the viewer clicks on it and directed to the company's home page.
