New Blood Entry — Prime of Life
Award: Yellow Pencil
Key4Life & Landor / 2021
It is common practice to leave flowers on the spot where someone passed away. The issue is that these flowers whiter after a short amount of time and so does the memory of what happened in that place. Prime of life uses typography to keep alive the stories of those teenagers that lost their lives, and gives a chance to those who are struggling to change to tell their stories.
What did the judges have to say?
"It made me go, 'I wish I'd thought of that'. That's not a place you can aim for, it's not a direction you can set yourself towards. But when you create something brilliant, it's the sweet spot you'll find yourself in."
Bee Pahnke, Head of Voice, Grey London
"What I think Prime of Life did well was humanise the victims of knife crime in a way that was both attractive and sobering. It was one of the few campaigns that used typography as an illustrated element and encouraged digital interactivity. While it wasn't executed as beautifully as it could be, we saw great potential in where it could go."
Max Friedman, Design Director, FIG