Concept, Art Direction
Help fill gaps in BC government services.
When the BC Government asked us to create a campaign to get as many people as possible in our province to take an anti-racism survey—with a (very) small media budget, we suggested something better.
They were fully on board, so, one day on their official social channels (and the official BC Gov website), the BC Government updated their profile picture to a logo with some letters from their wordmark mysteriously missing.
Within 24 hours already 750 comments and over 1,200 reactions were amassed, curiosity piqued, as well as a frenzy of news coverage. All was later explained, and the public responded with admiration.