Modern dangers of gaming and the responsible use of media are addressed in this campaign, an initiative by Westlotto, and tailored for various target groups. The challenge here was to create a design that incorporated a certain gaming character while maintaining a serious and professional style for people of all ages and backgrounds.

The concept of SHIFT, symbolizing a change in direction, is reflected in the arrows found on every modern controller. To communicate effectively with various target audiences, different color schemes were developed, which are particularly effective when addressing each specific group directly.