英国开展反英脱欧广告运动
Anti-Brexit billboard campaign launched across the UK

由专筑网缕夕，王帅编译

Superimpose 创意工作室在英国各地推出了一系列反对英国脱欧的广告，广告使用生动有趣的图像，将汉堡的“诈骗”与英国脱欧作比较。

该广告由  Superimpose工作室的联合创始人兼创意总监Ollie Olanipekun设计，这些广告的一边展示了一个美味汉堡，而另一边是一个扁平、廉价的汉堡。

Creative agency Superimpose Studio has launched a series of anti-Brexit billboards across the UK, which feature playful imagery comparing the successful campaign to a disappointing burger.
Designed by Superimpose Studio's co-founder and creative director Ollie Olanipekun, the adverts feature imagery of a gourmet burger next to a flattened, cheaper-looking counterpart.

广告牌上的黑色字体“诈骗”与黄色背景形成强烈对比，该广告讽刺了在欧盟公投期间竞选脱欧的那些政治人物作出的承诺。广告下面是小号字体的行动号召，它告诉人们：“现在反对英国脱欧还不算迟。”

汉堡的图像被用作这个政治信息的象征，Olanipekun将汉堡视为“承诺与现实”。

Bold black text reading "Swindled" is set against a yellow background, in reference to promises made by political figures campaigning for Leave during the EU referendum.
A call to action is also placed underneath in smaller font, telling readers "It's not too late to fix Brexit."
Images of burgers were used as a symbol of this political message, and are described by Olanipekun as showing "promise versus reality".
 

Olanipekun说：“我在英国最具评判性和创新性思维的地区，我尝试让英国公众采取行动，希望通过广告的形式告诉选民，让他们自己发现自己被欺骗，然后阻止英国脱欧的行为。”

他继续说：“我们平时在买汉堡的时候，实物和广告之间的差别是每个人都深有感受的。”

"I was in a room with the country's most critical and creative minds, discussing a campaign to galvanise the British public to take action. Even Leave voters feel as if they've been cheated and promised things that will never materialise," Olanipekun said.
"The idea of ordering a burger and not receiving what was expected is a feeling that everyone can relate to," he continued.

Olanipekun决定了安装广告牌的位置——其中大部分都在高速公路附近。

她说：“使用黄色和黑色是一种必然而非偶然。以往，这种颜色一直被用在高速公路上作为道路警示标牌，引起司机们的注意。当然，我们的广告牌在人口流动量大的区域，这也是一个理想的选择。”

当 Olanipekun与Gina Miller创立的反对脱欧组织Best for Britain接触之后，这个项目便应运而生，并且与其他英国创意人物和政治人物合作开展，目的是引起公众对政治动机的意识。

然而，Best for Britain因为围绕该项目的关键官僚决策而陷入僵局。于是这家之前为阿迪达斯和巴宝莉开展全球宣传活动的工作室，决定用自己的方式继续开展该项目。

Olanipekun chose the colours based on the billboard's locations – most of which are installed near motorways.
"The yellow and black felt more of a necessity than a choice," he continued. "Historically it has been used on motorways as road warning signage to grab the attention of drivers at high speeds. Naturally, with our billboard in high traffic areas, it was an ideal fit."
The project began after Olanipekun was approached by Best for Britain, an anti-Brexit group founded by Gina Miller, to work with other British creatives and political figures on a campaign to galvanise the public politically.
However, the studio, who has previously run global campaigns for Adidas and Burberry, made the decision to take launch into their own hands – after Best for Britain stalled over key bureaucratic decisions surrounding the project.

Olanipekun告诉Dezeen的记者：“撇开创造性的差异不说，独立的自筹资金让我们证明小公司也能做到这点，每个人都可以在未来发挥作用”。

这些广告牌位于伦敦以及利兹、利物浦、曼彻斯特和伯明翰等主要城市，设置在繁忙的道路和高速公路上，这些地区是2016年6月英国脱欧票数最多的地区。

"Creative differences aside, self-funding this independently allowed us to demonstrate that as a small agency able to achieve this, everyone has a role to play in our future," Olanipekun told Dezeen.
The billboards are located in London and on other busy roads and motorways in major cities including Leeds, Liverpool, Manchester and Birmingham – which was one of the largest areas to vote to leave the EU in June 2016.

Swindled网站的访问者可以下载广告图片并在线分享，以及查找当地议员的联系信息，方便让他们表达对脱欧投票结果的担忧。

Visitors to the Swindled website can download a graphic of the billboard to share online and find the contact details of local MPs, in case they wish to voice them about concerns over the EU referendum result.


出处：本文译自www.dezeen.com/，转载请注明出处。