iPhone are the most robbed commodity in San Francisco. They have a high resale value, and are so easy to steal that they have a term for it—’Apple picking’. Largely to blame is the fact that most of us are staring into our screens when walking and not being aware of our surroundings.
The San Francisco Police Department (SFPD) asked us to come up with a campaign that would educate people about the high number of iPhone-involved robberies in San Francisco. The message that they wanted to convey was simple: be aware of your surroundings and conceal your valuables, especially your iPhone.
Our solution was Heads Up, a campaign that takes the iconic iPhone ad posters and turns them on their head. The visual feel of these posters is very similar to the original ads, acting as a reminder for people to be mindful of their surroundings and always have their heads up.