‘Loose Change’ is a set of coins I designed for International Men’s Day. They show how men’s issues and feminist issues can be different sides of the same gendered coin. This is not to say that men have it as bad as women or in anyway undermine the issues still faced by women. But many male problems, such as loneliness and depression, are the flip side of the same social pressures. Somewhat counter-intuitively, men need feminism too.
I’ve screen printed a cheerful set of posters from the coins which will be sold at www.loose-change.
Agency: Wieden+Kennedy London; Client: Three & i.am+; Photographer: Daniel Sannwald; CDs: Larry Seftel & David Day; Creative team: Ben Shaffrey & Max Batten. Three partnered with will.i.am to launch the dial. We created a strong photographic treatment to tie a range of visual assets to each other and the TVC (I’ve included the film here for reference although I didn’t work on it directly). The psychedelic cloud texture was inspired by Daniel Wolfe’s original ‘neon/acid western’ director’s treatment and, like the lighting, it is a flexible asset that runs though the TV, print, digital and instore assets that made up this campaign.