THE
COMMUNICATION Portfolio
of
IRIS
CIRCLE
LUK
According to my tutor, a clever communication piece should be like a slightly incomplete circle. It represents a communication should leave some room for audience to complete the message telling. Unfortunately, this is the two pictures my tutor drew for me.
A half moon represents the communication which makes no one understand, a complete circle illustrates one that are too informative and leaving no room for imagination.
The art of Communication is complicated. Target audience varies, Environment varies, So do the encoding and decoding. I am still learning hard.
While you flip the followings, please be kind to draw me full moons ,complete circles or a slightly opend circle in the boxes.To tell me which stage you think I am in.
Smile
Campaign Print ad exercise In team of two
Smile Campaign is designed for Hong Kong Students, especially for those who are undertaking the HKCEE and HKAL public examination. Requested by Hong Kong Health Department, this campaign aims to promote positive thinking and therefore enhance student’s mental health.
Mark me circle
Beijing
Queneing
Day
Insight Finding exercise In team of five
Beijing Queuing Day is one of the campaigns set by the Beijing Government in order to improve social manners.The brief focuses on fighting queue-jumping by drivers.
Insight found 司機認為反正不認識對方，佔個便宜無所謂 As those drivers in front are strangers, I feel fine to jump the line.
Strategy Organize a drivers’ community to bond the relationship between drivers. They ,therefore, are strangers no more. This decreases the motive of queue-jumping.
Application
The logo of the drivers’ community. It shows the symbolic image of happy face and steeling wheel.
Stickers, calendar cards and gifts will be distributed to members in hope that certain from of loyalty can be established.
Mark me circle
Plastic
Bag
Campaign
Print ad exercise Individual
Plastic Bag Preservation Campaign is launched by Green Student council. My three print advertisements are targeted at supermarket usage and designed to post in the cashier counters of PARKNSHOP, WELLCOME and other major supermarkets in Hong Kong.
信用卡無效 香港人每日棄置膠袋33,000,000個，預計2020年就會堆滿現有堆積區，到時用錢都補救唔到。
R
R
EPS DO 焚化膠袋排放出二噁英，就連樹木都吸唔走。空氣污染左，係用錢都補償唔到。
八達通無用
膠袋由石油副產品制成，無論揉碎、埋葬、燃燒都唔會消失，對環境污染唔係用錢解決得到。
Mark me circle
Happy
Meal
Project
Repositioning Exercise In team of four
McDonald’s had long been targeted at children. In the recent years, the company intends to capture one more market group which is in age of 15 to 25. That may tell why “I’m loving it.” campaign has been launched globally. However, Happy Meal original image contrasts with the new youthful tone of McDonald’s. The aim of the project is to solve the above problem without losing the existing target group-Children.
Common Interest
VS
Inconsistency of McDonald’s corporate image & Happy Meal
Separate the two brands (No Happy Meal’s above the line promotion)
Unite the two brands
Rebuild the image of Happy Meal
KID
TEENAGER
Gachapon is a toy vending machine which packs the toys in egg shape. Toys inside change consistently. This is very popular among Hong Kong children and teenagers.
Meal arrangement
We would like to rearrange the distribution system of toy, customer will get a token for getting a toy form the Gachapon.
The food package is redesigned by graphic that is less childish. We pick the black yellow and orange to give a youth tone.
Posters for Announcement
The first poster released [On 30th April, screw the new surprise open.]
The second poster released [As happiness can be get by screwing, Surprise will take Happy Meal turn in order to bring you more joy and fun.]
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Walk
to
Work
Day
Logo Design & Amibient Exercise In team of two
Walk to Work Campaign is launched worldwide. This execution, including the logo and the ambient ad, is regional and especially for Hong Kong. It aims to encourage to work more, for example, take off at the station a bit less near to the destination.
The design of the logo is based on a Hong Kong slang. Bus no.11 means traveling by foot, that is because the number “11� looks like a pair of leg. The graphic form of the logo attempts to look alike to the Hong Kong KMB Bus stop.
No traffic congestion
Good for health Enjoy your breakfast during the journey
Interesting route Chance to make friends
This print is a component of the ambient ad, it contains the advantages of walking to work.
Mark me circle
Jusco’s
$10
Plaza
Intergrated Project In team of two
Jusco’s $10 plaza is planning to extend their market share by making more people to recognize their brand. Therefore, our team of two is going to redesign their logo. Also, a TVC will be broadcast and print material will be distributed as something like leaflet.
New Logo
Wrapping Paper
The new logo.It aims to have more conection with the Jusco department store.
Motto
Leaflet in from of a roll of wrapping paper will be distributed outside the branches of $10 plaza after the broadcast of TVC. This can match with the main theme “$10 goods, good enough”, therefore the whole promotion will be more comprehensive.
TVC
Narrative: The commercial opens on a hospital where Grandma is lying on the sickbed. When she wakes up, she notices there are a lot of gifts on the cupboard nearby.
Narrative: We cut to a close up where Grandma puts the eyeshade on and laughs.
Narrative: We cut to a close up shot of those gifts. They include a box of edible nest of cliff Swallows, fruit basket and bottles of energy drink etc. She only picks up a tiny wrapped gift.
Narrative: A white limbo with various Jusco’s products flash which end with the eyeshade.
Narrative: We cut to a middle shot where grandma opens the gift. Then we see a smile from her heart.
Narrative: Then show the logo under the product. Audio: $10 Goods, Good enough.
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Statue
Design
Public competition In team of two
The Bun -Snatching bottle has won the champion of the Coca Cola Olympic Bottle Design Competition.The design will be transform into a 2 metres tall statue. It will exhibit in 2008 Olympic. The promotion theme of Coca Cola in recent years is “Food with Coca Cola” ,bun-snatching can fully represent the spirit of Coca Cola in combination with the Olympic Games.
Bun-snatching requires courage and diligence to conquer the height;.Also, participants have to race with time. These are the unique spirit of Hong Kong people.
These Chinese characters representing Hong Kong People’s typical spirit will be paint on the buns.
Top View
Bottom View
Mark me circle
Overall
Result
I know the overall result can always be better. Please offer me a chance to get me closer.
I am Iris Luk Tsz Yan. Studying in School of Design ,The Hong Kong Polytechnic University. It would be nice to hear you. Drop me anything at childhoodneverland@hotmail.com or call me with (852) 61998052.