Holly Laidler
Graphic Communication and Illustration
I am a creative thinker; I love solving problems and coming up with innovative solutions that engage my audience and create change.
Final year project
Game Changers / Leave it Out / Define Your Fine / The Bin Bunch
Game Changers Campaign
Over the last 5 years, there has been an increased number of football-related arrests of those under the age of 25. The Euros 2020 final showed the severity of the issue within the UK.
Game Changers is a campaign from EA Sports FIFA and Premier League which aims to change the way we support football and make professional matches a more positive environment.
For 1 week in the run-up to the 2022/23 season, FIFA 22 players will experience what it is like to play a match with heavy anti-social behaviour. An update in the FIFA 22 game will create a simulation where behaviour from fans disrupts the match in order to show how anti-social behaviour affects the quality of the game. Bottles will be thrown on the pitch, spectators will become aggressive and players will experience threatening abuse from fans. This will be a simulation of what it is really like for professional players.
The aim of the campaign is to get people talking about these issues and help them to understand the impact anti-social behaviour has on the players.
Game Changers Social Media Campaign
The campaign will be extended to a wider non-FIFA playing audience through promoted social media stories and ads. The assets are copy-based, using football terminology to show the changes we need to make when supporting football. Using quick snappy phrases directly relating to football will help the viewer to easily understand what the campaign is asking of them.
Game Changers Environmental Campaign
To follow up the social media campaign and further remind football fans to consider their behaviour, there will be an out of home campaign based around stadiums of teams in the Premier League. The campaign will consist of posters on public transport, in and around the stadium, and advertising around the pitch.
Leave It Out Social Campaign
The “Leave It Out” campaign looks at the issues surrounding sexual harassment, which is largely caused by toxic masculinity and outdated views about gender. The campaign slogan “Leave It Out” enables men to call out sexual harassment when they see it. Targeting young men just about to start university, there will be a social media campaign consisting of three animations. The animations show three monsters, inspired by mythology, representing different types of sexual harassment. As it is very personally presented through their phone, it will encourage internal reflection about these issues.
Leave It Out Environmental Campaign
To follow the social media campaign, once the young men have started uni there will be an environmental campaign on university campuses around the UK. It will take place both during freshers’ week and continue throughout the year. This will come in the form of graffiti, stickers, beer coasters and WhatsApp stickers which can be added to a group chat when inappropriate comments about women are mentioned. The environmental campaign is much more about enabling conversation about these issues within groups of young males and encouraging them to call out these actions when they occur.
Define Your Fine
Define Your Fine is a tongue-in-cheek campaign from Walkers with a serious message.
Walkers aim to break the “I’m fine” autopilot response by encouraging us to check in on our mates and enabling conversation when we don’t know how to help. Awareness will be raised through a witty PR stunt campaign, introducing 3 new crisp flavours which use word-play to delve into the various meanings of “I’m fine”.
On World Mental Health Day, Walkers will reveal that the flavours aren’t real and that if a packet of crisps that are ‘just fine' is unacceptable, why would you accept when a friend says, “I’m fine”? Walkers will enable the audience to talk about their feelings by introducing 3 Snapchat filters and a series of WhatsApp stickers which replace the need for words to describe how they feel.
The Bin Bunch
The Bin Bunch is an interactive mobile game which uses AR to bring household waste to life.
Families often unintentionally fall into the trap of "wishcyling" - the act of putting incorrect items in the recycling bin. The app makes recycling easier for preschool children by teaching them which recycling bin the items go in in a fun and engaging way. Through augmented reality, items are turned into characters, each with its own unique personality.
Creating a connection between the children and the objects will encourage children to recycle more, whilst also improving the recycling habits of their parents.
Holly Laidler
Final year project
Game Changers / Leave it Out / Define Your Fine / The Bin Bunch
Work Experience
Sony Europe Online Marketing Graphic Designer:
Working within a creative team whilst in my placement year, I produced videos and infographics explaining how to use our products and promoting new product releases. This was a diverse role with lots of responsibilities within it. As the year went on, I started to take on an art direction role, working with product managers and department heads throughout Europe to create product pages on Amazon. I worked with external companies such as Google, Spotify and Amazon Alexa to ensure their brands tied in with the assets I created.