THIS IS SPEC WORK.

ASK.

Create a series of innovative print ads for Inkbox's newest initiative to challenge outdated prejudices against tattooed individuals in the face of housing discrimination.

INSIGHT.

Tattoos are more common than ever, with 31% of Canadians having at least one tattoo and 28% having five or more. Yet, outdated prejudices persist, especially in the renting market. Tattooed individuals are often unfairly viewed as less professional despite their growing presence and diversity.

OBJECTIVE.

Create Develop the Truth, a series of interactive print ads leveraging thermochromic ink to challenge stereotypes about tattooed individuals. The ads encourage readers to touch and reveal hidden truths about heavily tattooed subjects, confronting biases head-on to reshape perceptions about their professionalism and responsibility.