Technology meets creativity—for good

—This is the second of a new regular column that long-time Canadian creative Craig Redmond will be writing for our Monday newsletter. Sign up for the newsletter here

It will be years before we can comprehend the full effect of this past unforgiving and unrelenting year.

Beyond the ghastly global death toll and millions of economic casualties around the world, countless others will have suffered unimaginable horrors during lockdowns.

Mental illness. Substance abuse. Relationships destroyed. Each tragic piece of collateral damage hastened by the psychological cruelty of COVID-19 quarantines. But perhaps most dreadful of all must have been the terror faced by the victims of domestic violence.

The German women’s rights organization Terre des Femmes reveals that a staggering one in four women suffer brutality at the hands of their partners. And the lockdowns only intensified that danger, dragging it further behind closed doors and into silent, dark corners.

But this initiative aims to shatter that suppression.

I’m not sure which is more compelling in this stunning installation: Is it the breathtaking revelation of its excruciating portraiture, or the brave story unlocked by a QR code portal and the AR experience it transports us to?

All too often in our industry, technology and creativity are at odds with each other or, at best, used to deliver a fleeting moment of marketing novelty.

But in this redeeming case, the thought heroes at Munich agency Thjnk have used their powers for good.

Heart wrenching good.

Craig Redmond is a creative Leader with Palmer Stamnes and Co, an independent family of marketing communication companies.