Project. Niet Normaal was an international art exhibition celebrating diversity, held in Amsterdam.
The title means “Not Normal”, which became the starting point for the campaign: what is statistically normal, exactly?
With the assistance of research company we discovered the facts behind Joe Average (Jan Modaal), the most average person on Earth. All of them were utterly bizarre, which helped to underscore the exhibition’s message: normal simply doesn’t exist. In fact, were a truly “normal” person to be born, there lives would be unrecognizable: abnormal, in fact.
Copy, translated (from top to bottom).
Poster One: Joe Average has 8.6 sexual partners.
Poster Two: Joe Average consumes 630 pills per year.
Film One: Joe Average spends two weeks of his life at traffic lights.
Film Two: Joe Average produces two swimming pools worth of saliva.
My Role. Copywriter/strategy. Including posters and scripts for the films seen above.
The title means “Not Normal”, which became the starting point for the campaign: what is statistically normal, exactly?
With the assistance of research company we discovered the facts behind Joe Average (Jan Modaal), the most average person on Earth. All of them were utterly bizarre, which helped to underscore the exhibition’s message: normal simply doesn’t exist. In fact, were a truly “normal” person to be born, there lives would be unrecognizable: abnormal, in fact.
Copy, translated (from top to bottom).
Poster One: Joe Average has 8.6 sexual partners.
Poster Two: Joe Average consumes 630 pills per year.
Film One: Joe Average spends two weeks of his life at traffic lights.
Film Two: Joe Average produces two swimming pools worth of saliva.
My Role. Copywriter/strategy. Including posters and scripts for the films seen above.