Alberta Federation of Labour (AFL)
The AFL wanted to remind the public of Danielle Smith’s broken promises and all the money she wasted along the way.
Role
Art Director
Illustrator
Graphic Designer
Agency
Point Blank
Client
Alberta Federation of Labour (AFL)
Date
September 2024
The Green Line had to be shortened and delayed due to budget issues and, even though Calgary City Council voted to move forward with a revised budget for the first phase of the Green Line, the provincial government withheld their share of funding until they could enforce their preferred portion of the route. To raise awareness of the selfish actions of Danielle Smith’s government, we created a series of attack ads that make sure Albertans know exactly why their public transit needs won’t be met even after $2.1 Billion was spent on the Green Line at the time of this ad set’s creation.
Working with copywriter Ethan Collister and Creative Directors Michael Erdmann and Graeme Campbell, I created a trio of illustrated digital attack ads aimed to get people to write their local office to demand change.
These ads took one week to complete from ideation to execution!
An attack ad is meant to be quickly understood and informative. This variant shows the UCP literally burning money as represented by a lighter. I loved finding the perfect balance of detail when illustrating the dollar bill.
The next two ads are an exercise in anthropomorphism. This rail crossing is furious that it won’t get to hold people as the Green Line passes!
The Green Line was cut short and it’s not happy about it! The digital screen is some grumpy eyes and the windshield wiper is a snarky sneer.
Learning Outcomes
This was a fast paced project done in only a week from concept to completion. It was a practice in collaboration and quick edits that got the ball rolling for more projects with the Point Blank team.