With “Invisible Solitude”, Fundación BBK sought to raise awareness in society and governmental institutions about the problem of unwanted solitude in the elderly, reflecting this terrible reality.
Last November, a hyper-realistic sculpture of Mercedes, a woman from Bilbao who has been suffering this reality for years, was installed in a public place. After two days on display, during which the Foundation did not reveal the name of the creator behind the project to ensure people would focus on the sculpture, it was revealed that Mercedes, was a real living person.
This helped demonstrate how the worst thing about loneliness isn’t death, but rather the road toward it. To bring this project to life, with the poster, we designed an identity based on the concept of making something invisible visible, as represented in the campaign logo.
This idea was applied directly to how the printed materials worked, where people have to look closely to read the content properly. In the process of removing the die-cast strip, we make the invisible visible, unveiling an image of the sculpture of Mercedes.
At the same time, we are physically left with the key message the campaign seeks to get across: We are not invisible.
