Inmates Create Ad Campaigns For Brands

Concepting with convicts

Sometimes great creative ideas can come from unexpected places. To prove that good ideas can come from anywhere, creatives Ben Pfutzenreuter and Pat Davis teamed up with Marcus Lof on a project called ‘Concepting With Convicts’. In this project they worked with prison inmates to create ad campaigns with unexpected insight. While the project highlights that creative ideas can come from anywhere it also aims to help inmates realise their creative potential and open up possibilities of a creative career on the outside. Using the Prisons Pen Pal system the team searched for convicts by sending out creative briefs. The inmates could choose to be either a copywriter or art director.

The end result is campaigns with some very engaging and creative ideas. Next time you need a creative idea why not get unexpected team members involved in the process? You never know who may have a winning idea.

(Above)
Brief: Help Amnesty International speak truth.
Roles: Convict served as copywriter.
We provided art direction.
Notes: The inmate was concerned that criticising law enforcement would garner him unwanted attention from corrections officers while serving his sentence.

Creative ideas

Brief: Show folks why they need a safe.
Roles: Convict served as art director.
We provided copy.
Notes: Inmate informed us that a heavy safe was a serious deterrent to the average home invader, who looks to grab as much as they can, as fast as they can.

Creative concepts

Brief: Keep kids in school.
Roles: Convict served as copywriter.
We provided art direction.
Notes: Inmate attained his GED while in prison.

Creative concepts

Brief: Make Cadillac even cooler.
Roles: Convict served as copywriter.
We provided art direction.
Notes: Inmate is not serving time for larceny.

Creative concepts

Brief: Sell tattoo removal to ex-cons.
Roles: Convict served as copywriter.
We provided art direction.
Notes: The writer has administered a tattoo before.

Gemma Dittmar
Director of Brand Projects

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