#ThrowbackATL

#ThrowbackATL was developed for Joining Hearts as its first-ever 360 awareness campaign, following the HIV non-profit’s newly expanded mission to raise awareness in the Atlanta community. The campaign highlights the parallel between the startling 2016 HIV statistics in Atlanta and those from the AIDS crisis in the 1980’s.

Creative direction was inspired by the “CHOOSE LIFE” T-shirt famously worn by George Michael in the “Wake Me Up Before You Go-Go” music video. Bold, simple and straight forward, the iconic shirt was part of a political statement created by English fashion designer and political activist, Katharine Hemnett.

Art direction proceeded with typography, graphics and photography all paying homage to the 1980’s decade. Helvetica, pastels, crop-tops, big hair (and attitude to match), a touch of glamour - all elements that shouted 80’s.

Two colors used prominently in the campaign were inspired by the 2016 Pantone Colors of the Year, Rose Quartz and Serenity, which also reflected the pastel color trend that emerged in the 80’s.