Shahzwan
“BIG GEEZER IS WATCHING”
An Orwell-Inspired PR Stunt for ArrDee
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OVERVIEW
The original concept was a 5-week, multi-phase PR activation inspired by George Orwell’s 1984, designed to turn London into a live surveillance-style narrative experience around ArrDee.
The idea evolved from a physical-world takeover plan into a condensed, high-impact Instagram execution, delivering the same narrative through a tighter, digitally native rollout.
CREATIVE INSIGHT
The strength of the campaign came from its adaptability:
Rather than relying on full environmental takeover, the idea evolved into a pure social-native execution of the same concept, preserving the core Orwellian theme while optimising for attention economy behaviour.
Key idea:
Surveillance storytelling translated from streets → feeds
My Role: Ideation and Graphic Design
The final campaign delivered:
A cohesive multi-post narrative across Instagram
Strong visual identity consistency (“watching” motif)
Organic audience interpretation and engagement
A distilled version of a larger PR world, executed in a more efficient digital format
Most importantly, the campaign proved that a large-scale physical PR idea can still succeed when compressed into high-impact, platform-native storytelling.
OUTCOME
