Ever since the Asian Tsunami back in 2004, that corner of the world has been hit by an almost incessant string of earthquakes, floods and further tsunamis. The problem facing the Canadian Red Cross was: How do you draw the public's attention to an issue to which they have been desensitized?
The solution was to design a double-page newspaper ad with a difference. The ad formed a topological map depicting an Asian shoreline. At the point where the crease would naturally occur in the paper -- somewhere mid-ocean on the map -- words such as earthquake, flood, storm and typhoon congregated together, forming a wave of disaster.
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