Jigsaw's 2017 campaign 'Immigration <3' is another socially provocative advertising series, where the emphasis is rather not on the clothes - but on the message and concept. The typography (linguistic message) is necessary to show the concept, rather than the image solely communicating it on it's own. The message Jigsaw is highlighting is the value of regugee’s and multiculturalism in Britain, as well as a social comment against Brexit and the far right. Hate crime was up 1/5 after Brexit, with racist groups causing trouble and social tension. Their posters and rolling videos were mainly positioned in places of high footfall- such as the London underground, promoting openness and diversity as opposed to division. By using a typographic approach, Jigsaw leaves no room for interpretation within their campaign verbally stating how ‘there is no thing as 100% British’, and utilising recognisable symbols, that they are pro-immigration. Furthermore, the use of Futura typeface, despite being created in the 1930’s, remains a symbol of freedom of oppression after escaping use by the Nazi's and a symbol to look towards the future. The block text message remains soft due to the gentle terminals and central alignment, looking aesthetically pleasing and legible to the viewer even from a far, making it suitable for it's environment Barthes says how words determine a single possibility - Jigsaw is spelling it out for the viewer, so regardless of background or awareness of visual communication their message will still not get lost.
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| Appropriate design for editorial, as well as large scale. |
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