Australia’s leading advertising industry magazine, AdNews, needed a front cover for their most important issue to date.

For their 90 Year Annual, they challenged us to literally predict “the future of advertising”.

To predict the future, we looked to the past. When AdNews was founded in 1928, people had an expectation of privacy, but now our personal data is being harvested and sold like any other commodity.

In 90 years’ time we might be more valuable to organisations as ‘products’ than we are as consumers.

To bring this confronting prediction to life we convinced two R/GA employees to take part in a potentially fatal (and definitely naked) cover shoot, vacuum-sealing them in air-tight plastic like pieces of supermarket meat.

@ R/GA Sydney
ECD: Bob Mackintosh
ECD: Craig Brooks
CW: Jonathon Shannon
AD: Long Truong
PHOTO: Haruhiko Kawaguchi