BBH New York graphic ads show flipside of arguments for Guardian US

The Guardian US has launched its first US advertising campaign, created by BBH New York with graphics from Noma Bar

The Guardian US has launched its first US advertising campaign, with striking graphic illustrations from Noma Bar.

Created with BBH New York, the VoiceYourView outdoor ad campaign uses Bar’s illustrations to depict both sides of a core political debate in the US – individual freedom versus government regulation. The campaign focuses on four key debates, on internet privacy, gun control (poster above), women in the military and the use of condoms in the adult film industry. Each illustration shows one side of the issue in question when viewed one way, but the opposing side when flipped upside-down.

Two sides to the gun control argument

Women in the military: for or against?

In addition, a microsite offers more information and statistics, again allowing visitors to ‘flip’ between different sides to the debate. It also logs readers’ submissions and tracks their votes in real time, and will include Guardian coverage of these issues.

The microsite allows readers to access data and Guardian content on all issues

The use of condoms in the adult film industry

Bar admits that the project, and creating one image that enables the viewer to engage in two sides of a message, was an interesting artistic challenge. “Working with negative space and double flip imagery is not uncommon to me. It’s quite simple to achieve this with portraits and opposing themes such as good v bad, young v old,” he adds. “But when the image is required to work both for and against, back to front and upside down, things can get very challenging. Next stop, triple flip imagery!”

The campaign also integrates mobile and social elements that encourage viewers to take photos of particular sides of the issues they support, and upload them to Instagram and Twitter with the hashtag #VoiceYourView.

Agency BBH New York
Chief creative officer John Patroulis
Creative director Caprice Yu
Art director Devon Hong
Illustration Noma Bar


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