UTSUBYOU - “A COLD OF THE SOUL”
A campaign addressing the stigma around depression in Japan, rooted in 1990s pharmaceutical ads that likened it to a “cold of the soul” and treatable with medication. To challenge this narrative, all materials are printed with spot varnish on black stock, requiring light to reveal the content. A tearable seal on the guide encourages active engagement, symbolising the need to break through stigma. An animated poster was later developed to represent the varying forms that depression can take.
Campaign poster
The poster was designed for placement in select locations across Tokyo, strategically positioned so that passing car headlights would illuminate the message, revealing it to viewers in motion.
“Depression
Without shining a light you won’t be able to see “
Booklet on depression
The poster is accompanied by a guide which opens the discussion on depression in Japan, printed entirely in spot varnish on black paper to represent the lack of discussion. The wrapping transforms the media into the root of the stigma itself. By inviting the reader to tear open the packaging, they are encouraged to break the stigma and become part of the solution.
DIGITAL
Animation
A digital animation designed to underscore the idea that depression is not only often invisible but can manifest in a variety of forms.