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Everyone’s Equal

[Out-of-Home & Ambient]


Ryukoku University, Kyoto, Japan


Interbrand Japan, Tokyo, Japan

Art Direction

Yuki Muramatsu

Creative Direction

William Woduschegg

Graphic Design

Masakazu Okura


Mark Garland, Chihoko Sasaki

This campaign plays and breaks with expectations. It uses a public bathroom as a place to challenge gender perceptions. By arranging posters and labels in restroom stalls and over urinals, messages about gender identity were taken to the target group – in a way that is not usually associated with toilets: colour-ful and interactive. The small rectangular labels spread the messages against brightly coloured backgrounds. They can be taken off the walls and stuck to bags, books and phones, or shared on social media.

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This project can be found in the
International Yearbook Communication Design 2017/2018.