Americans leave over 500,000,00 vacation days unused every year, and 1 in 4 Americans don't get any paid vacation. Save the Americans is a campaign we created from the voice of the Costa Rican animals to help save overworked Americans. Forced to work long hours in stressful environments, increasingly estranged from their natural habitat, the American worker grows more endangered every day. The individual pieces I worked on are below the Case Study, which contains the greater idea and some of my work.
In an effort to save overworked Americans, Costa Rican animals went to the most overworked city in America, New York City. Specifically, Wall Street - to tell the animal embodiment of work, the Charging Bull of Wall Street, and the overworked Americans in the city to get out of the cold weather, stop working so hard, and use their vacation days. We created a sand sculpture which played an especially stark contrast in the below freezing weather in January 2014.
We decided to save a building of overworked Americans by giving them a slightly better view. In addition to washing their building (which hadn't been washed in 3 years), our window washing cage informed them that they should follow our sloths to freedom in Costa Rica. By taking a photo of our cage, they were entered to win a FREE trip to Costa Rica, and change their view drastically.
Demotivational posters satirize the popular motivational posters that feature cliché “inspirational” quotes and are often found in offices.They feature sarcastic or ironic quotes in a humorous way that many Americans appreciate. Our posters feature Costa Rican wildlife with humorous quotes that demotivate Americans and Canadians from overworking. The tone aligns with the dry wit we’ve assumed for the animals throughout the campaign.
66% of Americans don't even have a passport. Which is one giant barrier to booking a flight to Costa Rica. In order to make people aware of this alarming number and encourage Americans to get their passport, we covered a wall in the middle of a large city-center with passport paperwork, with the front cover making up the larger image. As people rip off the paperwork to fill out or take home, our Save the Americans messaging is revealed.
To view the website and get more information on the campaign: savetheamericans.org/
Created expandable and interactive digital work for Costa Rica, to advertise the goCostaRica app. Also worked with an editor to create videos used in NBC Olympic Pre-Roll, and for use across social channels.