STRAIGHTthe world of the book

The campaign · whatisstraight.com

Phase One

The campaign speaks in the program's own voice: bright, sure of itself, selling belief. The posters smile, and every one of them ends at whatisstraight.com.

CuriosityUneaseConnectionReveal

Campaign art is satire and atmosphere. None of it is presented as a real Straight, Inc. document or photograph.

Retro

The 1950s-style recruitment posters. Navy, cream and red, the way a program would sell itself. 9 posters

01 You Belong Here
02 I Never Have to Decide
03 A Few Simple Rules
04 Everyone Has an Answer
05 Practice Your Happy Face
06 Every Program Has a Story
07 A Brighter Tomorrow
08 We Saved You a Seat
09 Progress Report

Motivate

Mid-century optimism with something wrong in every smile. 10 posters

01 Enthusiasm Is Mandatory
02 Raise Your Hand
03 Think Positive
04 Smile
05 Better Together
06 Feeling Good
07 No One Gets Left Out
08 That's the Spirit
09 Your Future Is Bright
10 For Your Own Good

Phase One

Comic-book recruitment for the first phase. Every slogan is cheerful. 10 posters

01 Your First Day
02 Better Together
03 Motivate - Enthusiasm Is Mandatory
04 You're in Good Hands
05 A Brighter Future
06 There's a Place for Everyone
07 Look at Your Progress
08 Straight Made Me Straight
09 It Works - Another Happy Day
10 Welcome to Straight

Before-After

The makeover ad. Every 'before' is just a kid being a kid. 10 posters

01 Flagship
02 The Haircut
03 The Guitar
04 The Posture
05 The Phone
06 The Grades
07 The Backtalk
08 The Curfew
09 The Bedroom
10 The Eye Contact

Straight Saves

Campaign slogans over scenes of group. 7 posters

01 You Belong Here
02 Get in Shape Too
03 Motivate - Let It All Out
04 Motivate More Than Everyone Else
05 We Have a Place for You
06 You Will Be Supported
07 The Road

Cinematic

The dark, photographic teasers. 6 posters

01 Some Versions of You
02 The Line
03 Hallway
04 Portrait
05 Formation
06 It Works

Maze

Circles and mazes: the book's title made visible. 5 posters

01 Straight Saves Maze
02 Circle Maze
03 Hedge Maze Lettering
04 Snow Hedge Maze
05 Chalkboard