True Colors
Client: Organized Crime Agency/CFSEU
Creative Director: Louvens Remy
Photography: Agency H
2019-2020
An Integrated marketing campaign combined multiple channels such as web, print, display advertising and social media in order to promote a consistent message to a specific audience across Canada.
Led by creative director Louvens Remy, This campaign was developed in-house by CFSEU-BC's End Gang Life initiative, demonstrating that law enforcement agencies can produce award-worthy creative work without traditional agency partnerships.
STRATEGIC FOUNDATION
Campaign Objective
The True Colours campaign targets Outlaw Motorcycle Gangs (OMGs) specifically — a departure from End Gang Life's youth-focused prevention campaigns. The strategic shift addresses:
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Public Misconception: The romanticization of "biker culture" as freedom, brotherhood, and rebellion
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Community Safety: OMG presence in neighborhoods decreases property values and increases crime
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Economic Impact: Fraud, counterfeiting, money laundering, extortion harming Canadian economy
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Criminal Activity Spectrum: Violence, fentanyl trafficking, firearms dealing, intimidation, murder
creative concept
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Rather than targeting youth prevention, this campaign aims at disrupting the recruitment and romanticization pipeline by publicly associating the "biker lifestyle" with its criminal foundation.
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Cultural Context
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The term "1% Club" originates from a claim that 99% of motorcycle riders are law-abiding citizens, while 1% are outlaws. OMGs wear this as a badge of honor — patches, pins, tattoos displaying "1%".
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True Colours Campaign Strategy:
Rather than ignoring this mythology, the campaign weaponizes it against OMGs by: -
Acknowledging the 1% designation publicly
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Redefining it: Not rebels, but organized criminals
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Stripping away the "outlaw mystique" to reveal fraud, violence, trafficking
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This is psychologically sophisticated — you can't defeat a myth by ignoring it. You must reframe it.
visual execution
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Typography Treatment: Bold repeating words: Violence, Fentanyl, Trafficking, Extortion, Fraud
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Photography: Stark, confrontational portrait of young man in biker attire against blood-red background
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Out-of-Home: Bus shelter ads, transit advertising, street-level visibility
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Message: Direct association between OMG imagery and criminal reality (not brotherhood/freedom)
Out of Home
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Typography Treatment: Bold repeating words: Violence, Fentanyl, Trafficking, Extortion, Fraud
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Photography: Stark, confrontational portrait of young man in biker attire against blood-red background
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Out-of-Home: Bus shelter ads, transit advertising, street-level visibility
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Message: Direct association between OMG imagery and criminal reality (not brotherhood/freedom)
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A companion digital experience that gamifies public education about OMG presence in British Columbia.
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Integrated
visual execution
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Typography Treatment: Bold repeating words: Violence, Fentanyl, Trafficking, Extortion, Fraud
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Photography: Stark, confrontational portrait of young man in biker attire against blood-red background
-
Out-of-Home: Bus shelter ads, transit advertising, street-level visibility
-
Message: Direct association between OMG imagery and criminal reality (not brotherhood/freedom)
