Desire was the pivot point for this project, so I decided to add an interesting twist to my work instead of making it just another simple advertising campaign. Excess of desire is the basis of the widely known seven deadly sins. I went ahead and created a fusion of seven deadly sins and tourism.

Unlike the average Christian preachers, I urged people to indulge into the seven deadly sins rather than avoiding them. After a round of thorough research, I connected each of the seven deadly sins with an area of Pakistan. Instead of reflecting the usual negativity associated with the sins, I twisted their definitions in such a manner that it became a positive message of indulgence.

I decided to create posters based on map art as the main pieces for this campaign. Highly detailed maps create unique texture which immediately catch the eyes of people around, which is why I used them as my major piece with minimal text. The purpose for such posters is to catch the eye of people and intrigue them in such a manner that they wish to know more, and for that they visit the website mentioned on the posters. To support the map posters, I also created seven smaller posters, each centered on one sin. The poster showcases the destination and provide a small amount of information regarding the place.

For this whole campaign I used seven colors i.e., red, yellow, light blue, dark blue, purple, orange and green. Each color is associated with one sin and it globally known for that association.

Apart from the two different kinds of posters, I designed a brochure to be a part of this campaign. I kept the brochure on a4 size to make its handling easy. Alongside the brochure I created sets of stickers and badges that tourists can collect as a reminder of their time in Pakistan at a cheap cost. Also, a part of this campaign are collectible tickets of different tourist spots in the country. Another addition to the series of collectibles are postcards and post stamps designed to be visually pleasing and serve as a beautiful reminder of time spent in Pakistan