Old age poverty is often female in Germany. The campaign should open women’s eyes and animate them to care about their pensions before it’s too late. The style is loud and feminine without being stereotypical. Originally, it was meant for a music video which didn’t get realized. The illustrations were mainly used for social media.
Jung von Matt/Spree
Geld für später → 2018
→ Visual Concept in Collaboration
For the website different motives were created (GIF storyboards/animatics).
Music Video Drafts
The original idea was to reinterpret the song “Weil ich ein Mädchen bin” by Lucilectric. These are some of the original designs which use a cartoony superhero style, being feminine and loud without being cheesy.