ADCOM CPJ
Acknowledgement Tan Xuan Hui 1145115 Special Thanks to Adcom Lecturers Noor Azhar and Nicholas Paul
WEEK 1
C l a ss A c ti vi ty by N o o r A zha r
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Print Ad Design a print ad on the experience you had in ITP.
Stepped into Adcom class at 9am in the morning, feeling so excited yet abit nervous. Excited about the stuffs I’m gonna learned in Adcom and nervous because I see “new” classmates in class. The first assignment given to us was to design a print ad that shows one experience we had in ITP. At first, the class was very lost (including me). How to transform an experience to a print ad? Isn’t print ad supposed to sell something? In the end, i managed to doodle out a crossword puzzle like print ad. With all the negative words & phrase being the main visual (these are what that come out from the mouth of my ITP boss), whereas the main message is “Excellence” – Push yourself over your limit.
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Class Works A print ad is one that managed to sell the message effectively.
The huge black boards then came in handy for us to pin up our print ads and we’ll have to present our idea/message to the class. I realized that many of my classmates can really doodle well and even before they explained their idea, i could somewhat know the message behind it. Through this activity, we could know more about what our friends are doing in ITP and also let us get a first hang of the Adcom lesson. It’s about cracking our brains and generating ideas.
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WEEK 1
C l a ss A c ti vi ty by N o o r A zha r
Print Ad Design a print ad for Greenpeace to ask for donations.
Background: Greenpeace is a global non-profit organisation that was set-up to investigate campaign, document and lobby for a sustainable balance between humans and environment worldwide since 1971. As it is the only global environmental charity that accepts no corporate or government donations, Greenpeace is totally reliant on individual supporters to fund their work. These donations are critical for Greenpeace to continue their cause.
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Class Works The posters were printed and pin onto the wall at Event Space Room where we will be having most of our lessons at. Azhar will first went throught the brief with us and cancelled those print ads that didn’t meet the requirements stated in the brief. What’s good about having this sharing session is that we get to choose the print ad we think will work the most and the person with the most ticks on his/ her print ad will get a prize. The prize for this class activity is a graphic book.
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WEEK 1
Le c tu re by N i c ho l a s P a u l
Social Media
T (Tailor Made) H (What is HOT/ Current Problems) O (Old or Reinvention) R (Retailogy / Location) N (New Technology) S (Social Communities) Traditional Advertising / Digital Advertising “Brands don’t sell brands, people sell brands” Facebook’s rule “Move fast and Break things”
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1hr Challenge
Client : Tiger Balm Media : Facebook
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WEEK 2
Le c tu re by N o o r A zha r
Awards For Adcomm, 1. Communication (Top Priority) 2. Creative
Are awards necessary to be successful in advertising? I felt that awards are just a bonus, whether is it necessary, i’m not sure about it. I guessed it’s the attitude you had which is important. Awards should be the aim and goal for everyone, constantly striving towards achieving it. Even if you didn’t get the awards, you can be successful too, provided you still maintain the right attitude - the attitude whereby you don’t give up and worked even harder. SANDRA: Competition (In industry) - Privilege Courage to step up in competition Employer recruits who have awards NATHAN: Not necessary to get awards If you want a name to yourself - ART DIRECTOR, then awards should be necessary SHERI: There will be someone better than you in industry Awards can savaged your GPA Portfolio will be nice for interview KYLE: It’s a must to win an award. From my experience in BBH itp, award is very important.
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Strategy STRATEGY v.s EXECUTION Strategy -> Concept -> Campaign - Each campaign comes from a concept that comes from a strategy. Strategy is the marketing of selling approach - Thinking behind the concept - Strategy is a scientific thinking behind the creative thinking (You need to have research, statistic) - Full relieve, eliminate all the problems - Can be written in a form of Creative Brief
Can an ad campaign not have a strategy? An ad campaign must have a strategy, that’s when the team gathered together and set a ‘direction’ to where this campaign is going to. In fact, it makes the campaign message even stronger and the target audience will understand it even better. You know where is this campaign going towards and thus, it can succeed in convincing the client. NATHAN: Having a strategy might not mean the ad is successful It’s not about not having strategy, it’s about whether it’s a bad strategy. VANESSA: It’s a direction to where the campaign is going a company will not ask for a campaign without strategy SHERI: Strategy = Backbone It links up all the stuffs in the agency
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WEEK 2
Le c tu re by N o o r A zha r
Apple Case Studies: Apple v.s IBM Strategy of Apple -> Create the perception that Apple is a big and important as IBM (Even though they are a small company, they are more forward-thinking) Idea -> Recognize the IBM’s entry into the personal computer marketplace. Execution -> Welcome, INM. Seriously. Tone -> Confident,Sincere. Proposition -> Apple is as progressive as IBM
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Vespa Instead of fighting with the mass competitors, Vespa find the gaps and worked towards it
Case Studies 2: Vespa Strategy -> Target car drivers instead of bikers looking for a better bike Idea -> A moped (something smaller, cheaper) might be better idea than a car Execution -> Maybe your second car shouldn’t be a car Tone -> Confident, Friendly Preposition -> Vespa is better than a second car
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WEEK 2
Le c tu re by N o o r A zha r
Mini Cooper Strategy -> Shows that Mini Cooper is very user-friendly (As long as you can drive, you can own a mini) Idea -> Mini Cooper targets everyone (Other cars segment their target audience, mini does not) Execution -> Mini Cooper is meant for people Age 0 - 60 (A checklist method, tells people they are within the categories) Tone -> Straightforward, Confident (Fun & Engaging) Proposition -> Mini Cooper is better than other cars (A mini is for everyone)
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Class Activity Adsoftheworld, select 5 print ads.
Strategy: Creates the impression that Hot Wheels toycars is as fast as sportcars.
For each print ad, define: - The strategy - The idea
Idea: Hot wheels cars are so fast that it may caused accident.
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WEEK 2
C l a ss A c i ti vi ty by N o o r A zha r
Yipeng Strategy: It’s best to have your own business Idea: Be your own boss so that you dont have to kiss other people ass
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Charmaine Strategy: It is the strongest and most opaque stocking Idea: You can’t see through it.
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WEEK 2
C l a ss A c ti vi ty by N o o r A zha r
Growth Problem: Lego is losing to computer games, electronic toys and television shows. Parents need to be reminded how much healthier Lego is for a child’s mental growth, learning, creativity and imagination. Proposition: Logo is the brain toy for kids.
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Durability Problem: Lego is losing ground on cheaply made computer games and electronic toys. Parents need to be reminded how much better made and durable lego is. (and therefore better value) Proposition: Logo is built to last.
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WEEK 2
C l a ss A c ti vi ty by N o o r A zha r
Safety Problem: Lego is losing ground on the #1 babysitter – the TV. Parents need to be reminded how much safer and healthier a toy like Lego is, whether you play with your child or not. Lego is a big enough brand to make this stand. Proposition: Strongly against sex, violence and bad languages on TV (Internet, computer).
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Education Problem: Losing ground as a brand. It needs to own something bigger than just toys for kids. Lego is synonymous with learning, creativity and imagination. It needs to own this so everyone feels good about the brand, not just kids. Proposition: Never stop learning, creating and using your imagination.
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WEEK 2
C l a ss A c ti vi ty by N o o r A zha r
Class Works
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1hr C ha l l e ng e by N o o r A zha r
Speak Good English Movement Background: The Speak Good English Movement in Singapore launches a yearly campaign to encourage Singaporeans to adopt and speak proper English. Over the years, it has seen its campaigns adopting a new direction every year, which essentially gives a campaign a shelf-life of only a year. This constant repackaging of the campaign (as they focus on different themes and different target audiences every year) is seen to have diluted the movement’s image and messages, as every campaign is seen to be detached from the one preceeding it. Objective: To relaunch a stronger, single-minded outdoor campaign that can survive at least 3 campaign cycles. To further encourage Singaporeans to use grammatically correct English in their daily conversations. Insights: Singaporeans are still using Singlish in their daily conversations, especially when they are talking among themselves. Though many are able to switch to standard, grammatically correct English when the time calls for it, there are also a good number who finds it difficult to quickly switch when needed. Tone: Light-hearted, entertaining, friendly. Target Audience: Singaporeans aged 15-35. Males and females. Mostly Singlish-speaking ones. Mandatories: Engaging copy/art direction. Speak Good English Movement logo, website address. Any form of OUTDOOR or OUT OF HOME (OOH) media.
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The idea of my print ad is to introduce a mobile app that is available only in iPhone. It encouraged users to correct his/her friend’s English from Singlish to proper English. All he/she do is just to comment on the spotted Singlish tweet and hashtag “speakgoodenglish at the end of the sentence. Screenshot it down and upload to this mobile app to earn something. (E.g. insinc points, etc)
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WEEK 2
1hr C ha l l e ng e by N o o r A zha r
Good Examples Same as the previous 1 hour challenge, we’ve to pin up our works on the wall and had a mini presentation on our print ad ideas and a discussion on the overall art direction. This print ad did not get to the finalist, however, i think that it’s very effective as it’s placed in the toilet. That’s when people can actually divert all their attention on the print ad.
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Good Examples This print ad. is done by Charmaine Soh, and it did win her a Graphic book. The power of this print ad is that it is the most simplest yet most effective among all the print ads. It is a flyer that distributes to all the students in school. They’ve to choose the correct answer by either highlighting or circling it. This print ad is unique among the others because, instead of letting the target audience approach it, it approach to them.
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WEEK 2
Ex hi bi ti o n by N i c ho l a s
Campaign City
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WEEK 2
Ex hi bi ti o n by N i c ho l a s
National Productivity Campaign When the British withdrew their troops from Singapore for good in 1971, there was a fear of massive unemployment. The British military bases employed one in 10 Singaporeans and accounted for 20 per cent of the gross national product. So in 1972, the National Productivity Board was created in anticipation of a rapid industrialisation drive. A six-month National Productivity campaign was launched in 1975, but gained traction only in the early 1980s. Singaporeans were urged to become more efficient to contribute to the country’s economic growth. Everyone marched to the tune of nation-building.
Laws were changed, giving employers the ability to increase productivity by requiring qorkers to work longer hours. Other legislative changes rendered trade unions more pliant towards the wishes of employers. By 1988, Singapore had the world’s busiest port and the world’s highest rate of annual economic growth at 11 per cent. But a year later, it was announced that Singapore faced a labour shortage as the number of Singaporeans over the retirement age of 55 was nearly 12 per cent, while the birth rate remained at a lower-thanreplacement level.
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Dietary Habits Campaign A few campaigns, prompted primarily by dollars and cents, tried to change people’s eating habits. But they hardly affected the dietary preferences of Singaporeans. The Eat Frozen Fish campaign, which started in 1977, was launched because of fluctuating fresh fish prices, and the Eat More Wheat campaign of 1967 and 1968 was held in response to rising rice prices. The short-lived Eat Frozen Pork campaign was launched in January 1985. The campaign tried to persuade people to make the switch from locally-produced fresh pork to imported frozen pork. It was spurred by the Government’s decision to phase out pig farms, which were considered an insufficient use of land
and water. Pig farms also polluted the environment and cleaning up the waste was costly. Although the Government had allocated $80 million to modernising the pig farming industry only a few years before, it decided to scrap the local pig industry in 1984. The decision to import frozen pork from overseas led the Primary Production Unit to spent $258,500 on the one-off Eat Frozen Pork campaign.
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WEEK 2
Ex hi bi ti o n by N i c ho l a s
Family Planning To educate people that the process of childbirth did not have to be left to chance, a three-month Family Planning campaign was launched in 1960. It culminated in Singapore’s first ever exhibition on the subject at the Victoria Memorial Hall. The week long block buster event drew 100,000 people. It broke traditional barriers, openly discussing hitherto taboo subjects, such as contraceptives and sterilisation. The campaign by voluntary group Singapore Family Planning Association sought to reduce family sizes, and improve the health of mothers as well as the lives of children born to poor families. Families were encouraged to have only as many
children as they could afford. This helped conserve governmental resources and prevented overcrowding. The campaign was so popular that the voluntary group could not cope. In 1966, the Government set up the Singapore Family Planning and Population Board to continue the work on a nationwide scale. It also passed the Abortion Act and the Voluntart Sterilisation Act in 1970.
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Clean and Green Singapore There was a drive to remake Singapore into a ‘Garden City’ in the postcolonial period. It began in 1963 when former Prime Minister Lee Kwan Yew ordered the Plant-a-tree campaign. The Government planted 5,000 trees in public spaces and called on homeowners to plant another 5,000 trees. The campaign was a bid to increase rainfall and set Singapore apart from other third-world countries in Sountheast Asia. The efforts continued with the Keep Singapore Clean campaign in 1968. It was a success on most counts except one: Public toilets. So in 1983, the former Ministry of Environment (today’s Ministry of the Environment and Water Resources) launched the
Keep-the-toilet-clean campaign. The month-long campaign was held in conjuction with the annual Courtesy campaign. Laws were later passed to support the campaign. The Use Your Hands campaign, which started in 1976, was sometimes co-opted and turned into a cleaning exercise, especially in schools. But it was means to instil a healthy respect for manual labour in the younger generations.
Clean and Green SIngapore Campaign
WEEK 2
Ex hi bi ti o n by N i c ho l a s
National Courtesy Campaign In the early 1970s, several organisations ran in-house courtesy campaigns. Most notably, the Singapore Tourist Promotion Board (STPB) promoted courtesy in hopes of boosting tourism. This promoted former Prime Minister Lee Kuan Yew to urge Singaporeans to treat each other courteously as well. In 1979, the former Ministry of Culture (today’s Ministry of Culture, Community and Youth) launched a nationwide Courtesy campaign. This subsumed and built upon the STPB’s campaign.
Surveys commissioned by the Ministry of Culture and Nanyang Siang Pau showed that the first few years of the campaign made progress. Mr Lee was confident that the campaign would soon realise its goals. However, the month long campaigns turned into year-round ones, and the Courtesy campaigns became Singapore’s longest-running campaign. In 2001, it became the SIngapore Kindness Movement, which continues to this day.
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Stop at 2 Campaign The Government’s definition of small families was having no more than three children, whereas most women thought of small families as having three or four children. To encourage birth control, the Government passed the Abortion Act and Voluntary Sterilisation Act in 1970. But a study conducted two years later found that the birth rate had increased from 1.7 to 1.8 per cent. This seemingly small increase motivated the Government to redouble its efforts at population control. The more strident Stop at Two campaign was launched in 1972. The Voluntary Sterilisation Act was amended to make getting steritisd easier.
By 1987, the climate had changed from one of urgent population control to an anxiety over population replacement. That year, the Have Three or More campaign was launched in a decidedly quieter manner.
WEEK 2
Ex hi bi ti o n by N i c ho l a s
Speak Mandarin Campaign The Speak Mandarin Campaign was launched in 1979 with the aim of getting people of different Chinese dialect groups to use the same language. The campaign was initiated in the wake of debates about how the bilingual policy was not taking off in schools, particularly among students who spoke dialects at home. In 1981, the Government required all schools to register students’ names in Mandarin, using Hanyu Pinyin, a system that uses the Latin alphabet to denote Mandarin characters. For some children and parents, the disparity between the dialect and Hanyu Pinyin
versions of theuir names caused confusion. Companies and hawker stalls also had to register the Hanyu Pinyin version of their dialect names. As the campaign evolved, its target audience switched from dialect speakers to English speakers in 1994. An attempt to reach a younger generation through fun activites saw the campaign undergoing a revamp to emerge as the ‘Huayu Cool’ campaign in 2007.
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Class Activity Objective - To get people from different Chinese dialect groups to use the same language.
Art Direction - Posters are designed will simple and bold font, headline with “Speak Mandarin” as the main message which accompanied by chinese translation. Photos used are dull and filled with 70s feel. It was so pretty well done that i thought the exhibitor collected the poster since 70s. In the middle of the exhibit, there is an old report book, the main motive of it is to show us how a dialect name is translated to han yu pin yin. In the example, the owner of this report book is Wee Soon Hin, and below that, the name was translated to Huang Xun Qun, that’s a lot of difference. Analysis - If this campaign was carried out today, i don’t think it will be as effective as it was in the past. Though we still practice this ‘tradition’, but majority of us have English name, some even gave themselves an English name, the reason behind is that Singapore had already evolved into a multi-racial country, and people don’t find a need to communicate in Mandarin. Instead, English had been a common language now, hence it had been a challenge for the government to encourage people to speak Mandarin. People starts to complain about learning Chinese is difficult and it’s an alien language to them, forcing the Ministry of Education to lower down its standard in School exams. Mandarin, which is the Mother Tongue for all Chinese is no longer that important. Back to the campaign, the motive of “Speak Mandarin” is to bring people of different dialects together, for now, English had successfully and effectively brings people together, whereas Mandarin is just a language for a small group of Chinese out there communicating with one and another. To conclude, people changed and as new generation came, there will be new challenges too, this campaign was done to tackle the problems in the past, for now, new campaign will have to produce to meet the new challenges we are having now.
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WEEK 3
C l a ss A c ti vi ty by N o o r A zha r
Write a Brief. 1) Background (Why is this brief written?) Land Transport Authority of Singapore Act launches a yearly campaign to encourage Singaporeans to remain orderly when they are boarding the transports. Over the past few years, LTA had been launching campaigns to encourage public to practice good habit but it doesn’t seem to work effectively. 2) Advertising Objectives (What does/do the creative hope to achieve?) To encourage Singaporeans to be more self- conscious To launch an outdoor campaign that will bring attention to the public 3) Insights - The Brand/Consumer (Brief, factual & unique info from findings.) Singaporeans have been complained with having bad manners and being ‘Kiasu’ when boarding the transports. Though, many strategies have been introduced such as queuing up at the platform. However, not everyone followed this strategy. 4) Proposition/Promise/Benefit (Do we have a Unique/Emotional Selling Proposition?) Singapore Land Transports are being maintained well and clean, the main objective is to let passengers have a good ride. 5) Tone & Manner (How should the creative sound to the receiver? Ie the “Voice”.) Friendly Entertaining 6) Target Audience (Who is the end-user/reader/consumer of this campaign?) Singaporeans aged 35 - 60 Males and females 7) Desired Response (What would the target audience SAY upon seeing this ad?) “ Oh dear, I should behaved well from now” 8) Media Strategy (What is the media use or placement like?) 3 Outdoor Print Ads 9) Mandatories (What are the inclusions or exclusions in the creative?) Land Transport Authority logo
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Charmaine’s Execution
I felt that the way Charmaine approached this brief is very creative. She made use of humour and common ‘kiasu’ scenes in local transport for her print ads. The objective is to embarrass these inconsiderate people and that they can change their behaviours.
WEEK 3
C l a ss A c ti vi ty by N o o r A zha r
Tackle a Brief. Background (Why is this brief written?) We aim to increase youths’ awareness on how an undesirable behavior, such as peeing in the lift could have cause harm to the environment and people around you. As the lift is a communal facility, it is important for our residents to treasure it and be considerate to other users. Advertising Objectives (What does/do the creative hope to achieve?) To encourage all Singaporeans to be kind and considerate. - To create public awareness of acts of kindness. - To influence and raise the standards of behavior and responsibility. Insights - The Brand/Consumer (Brief, factual and unique information from findings.) A news article you could refer to: http://www.scmp.com/news/asia/article/1209455/singapore-estate-wherethey-pee-and-smoke-lifts Proposition/Promise/Benefit (Do we have a Unique or Emotional Selling Proposition?) To help build a gracious Singapore, the Singapore Kindness Movement aims to encourage the individual to internalise courtesy, kindness and consideration. Proposition Support Points (What are the concrete reasons for such a proposition?) Mission statement of the company is: To inspire graciousness through spontaneous acts of kindness, making life more pleasant for everyone. Tone & Manner (How should the creative sound to the receiver? Ie the “Voice”.) Friendly, engaging, fun and sincere Target Audience (Who is the end-user/reader/consumer of this campaign?) Youths (age : 12-19)’ Males & females Mostly stay in HDB areas
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Desired Response (What would the target audience SAY upon seeing this ad?) “Oh crap, I shouldn’t have done this. Now what can I do to help?” Media Strategy (What is the media use or placement like?) Any form of media online, try to think of ways that you could interact or connect with the youths directly. Mandatories (What are the inclusions or exclusions in the creative?) Logo of Singapore Kindness movement A copy for the headline you come up for this series of ads (A series of 3 ads)
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Brief Writer: Beatrice Cho
WEEK 3
C l a ss A c ti vi ty by N o o r A zha r
Tackle a Brief Rationale: The moment i see the client “Singapore Kindness Movement, the first thing i thought of will be using the sympathy strategy. Singaporeans don’t like to be told what to do, instead they want to know why and is there a need to do this. Therefore, i got a kid, elderly and foreigner to be the main visual of my print ads doing all the good deeds. The purpose is to educate the public that even kid knows how to keep the heighbourhood clean, foreigner who stayed here temporary took initiative to clean up the mess and an elderly being so weak and fail, don’t mind cleaning a dirty wall. So what’s stopping them to play a part and do a good deed?
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Comments: 1. Print ads must be consistent since they are of a series. 2. Execution is different from what she thought it would be.
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WEEK 3
Le c tu re by N i c ho l a s
Each tweet is 140 characters long (Strength or Weakness) See photos, videos and sites from twitter. 1. Used as a LIFELINE 2. How to use twitter in advertising? SANA - TWITTER (Does it help?) Be yourself, Don’t sell something, Create a dialogue, Listen, Don’t spam. 400 Million tweets per day “SMS” of the internet
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Vine A 6 seconds video version of GIF.
Vine is the best way to see and share life in motion. Create short, beautiful, looping videos in a simple and fun way for your friends and family to see. • Unlimited uploads and free • Instantly post videos on Vine, then share to Twitter (Facebook and more coming soon!) • Find, follow, and interact with people close to you • Explore trending posts, featured hashtags and editor’s picks
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WEEK 3
Le c tu re by N o o r A zha r
Visit to SANA Impression SANA is located at SengKang, in a community club right beside SengKang MRT station. We’ve to cut through the mall and exit from the Starbucks in order to reach the community club. In the community club, there is a polyclinic at the 4th floor (SANA is on the 5th floor), hence the lift is always crowded as most of the people are going to the polyclinic.
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WEEK 3
S A N A V i si t by N i c ho l a s
Past Campaigns SANA shared with us their past campaigns. As a non-profitable organisation, they only managed to set up exhibitions at supporting venues like community clubs. This affects their popularity as youths nowaday don’t hang out at community clubs. Also, they do not have a specific age range of target audience. This caused a misleading and confusion to the public. We were shown a poster of an old man or woman in a pregnant woman’s stomach. The message behind is that one should not take drugs because your future babies will get affected when they are in your womb.
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This is another poster SANA showed us, a more copy led ad. The whole poster is designed with typography and parts of the poster are stained with blood. There is also a video of the campaign, showing the flow of blood forming typography messages on ‘No drugs’.
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WEEK 4
Le c tu re by N o o r A zha r
Strategy Strategy -> Concept/Idea -> Campaign + Tagline -> Executions
1. Before and After Strategy - Show life without the product, and life with the product - A simple way to understand product benefit Case Study: Post-it (I did take my pills today) 2. Before Strategy - Similar to “Before and After” except that the “after” is simply the product name/logo and tagline. - We leave the reader to imagine the “after” Case Study: Jeep (Jeep Grand Cherokee Limited With Rear Assist System) 3. After Strategy - Simple demonstration of the benefit, life with the product - Large majority of advertising Case Study: AmbiPur (Absorbs Odours) 4. Advice Strategy - A lateral, “we can help you” approach, usually expressed through the benefit. - Turns a negative into a positive. Case Study: Fresh Carpet Spray 5. Knowledge Strategy - Similar to Advice Strategy - Demonstrates how knowledgeable the clients know about their products Case Study: Invesco 6. Empathy Strategy (V) - Demonstrates how empathetic the client is towards the consumer - But do not sound too patronizing or insincere. - Instead of saying “We understand...”. show it. Case Study -> Solidarity. (It begins by putting oneself..) 7. Demonstration Strategy - Shows product benefit explicitly via demonstration. - A new, clever way to demonstrate the product benefit can actually be the most engaging. Case Study -> Veja (Feel the news) 8. Testimonial Strategy - Uses a famous or non-famous person to report their positive experiences with the brand. - Customer and product-based approach - Ideas from testimonials range from sublime to the ridiculous - Brand should have logical connection to the person Case Study -> Effen. Inspired by Design
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9. People Strategy - Owner, Staff or User Strategy - Benefit is its down-to-earth integrity, since he or she is the heart and soul of the brand - GIves the brand authenticity and humanity Case Study -> Hennessy (Never Stop. Never Settle) 10. Product Positioning Strategy - The broadest, most basic strategy - Simply to position it differently from competitors - Also known as brand positioning. Case Study -> HELL PARTY 6 (The hardest party in town) 11. Product Repositioning Strategy - Switch from the original positioning due to a shift in the market, sudden or prolonged - Be careful, it has to be logical, believable and marketable - Could hurt the brand image Case Study -> It won’t last long (Ford, Go Further) 12. Competitive Strategy - Either an overt or subtle differences. - Finding something that the competitor hasn’t or cannot say. - More popularly used in the US Case Study -> KIA (New KIA Rio) 13. Challenge Strategy - “Have you got what it takes?” Case Study -> There is no “Moral Compass” App (Change the world from here) 14. Negative to Positive Strategy - Turn bad to good by adding Case Study -> Diesel (Be Stupid) 15. Logic Strategy - Can also be seen as an idea - “You wouldn’t do that, so why do this?” Case Study -> Clear EX 5% (Avoid a catastrophe) 16. Price Strategy Case Study -> New Loose Change Menu 17. Honesty Strategy - Requires a brave client to offer a reason why the customers should believe any self-depreciating examples, appealing to the target consumers - Done well.,t he honesty approach is refreshing, diarming, down to earth and after humourous Case Study -> Palm Bay ( Real men acts like womean. Real men drink) 57
WEEK 4
Le c tu re by N o o r A zha r
18. Heritage Strategy - Must sell ESP, not just unique proposition - Effective strategy as no 2 companies have similar backgrounds, each story is unique.
Ideas 1. Analogy or Visual Metaphor Idea - Both use one thing to represent another - Analogy - partial likeness between 2 things that are compared often to explain something - Metaphor - application of word or phrase to somebody or something that is not meant literally but to make a comparison Case Study -> Fresh Carpet Spray 2. Visual Simile Idea - When something looks similar to something else - Common print ad technique - Simple, rarely using one visual/object - Double meaning - More used in one-shots than campaigns Case Study -> Nissan (Nissan Genuine Parts) 3. Interpretation Idea - Requires more imagination and direction to understand the comparison between things Case Study -> Invesco (Graph - Statistic) 4. Two in One idea - SImplifies the range by showing only 2 things - For double or variety proposition products or services Case Study -> AmbiPur 5. Product is God Idea - Been reinvented many times, will continue. - Places product above everything else. Case Study -> Post-it Note 6. Trends Idea - General tendency, movement or direction - Using a generic trend to connect it to an unsuspecting brand/client 7. Obsession Idea - Focuses on a particular obsession about the product. - POV of either consumer or client - Similar to Product is God idea
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8. Exaggeration Idea - Can accentuate a product’s benefit - Starts from a truth, and then exaggerated. - Result of exaggeration might produce a negative. 9. Proposition Personified Idea - When someone using the product in 10. Product Personified Idea - Similar to Proposition Personified, this is when a product is clearly compared to a person. 11. Spoof Advertising Idea - Parodies, Satires, send ups and piss takes - 2 types -> Ultimate in self-depreciating humour and parodying of everything and anything 12. Borrowed Interest Idea - Uses someone or something that is already famous to sell its product or services 13. Social Commentary Idea - Make a statement that transcends the benefit of the product or service alone - Unexpected attitude Case Study -> University of San Francisco 14. Topical Advertising Idea - Because of short life-span, it;s normally a last min, one-shot - Opportunistic advertising that takes advantage of recent events, news, activities of general interest 15. Truism Idea - Simply, life’s truths - Simple, but hard to argue with - Can be blindly obvious, deep, funny, sad, general or specific statement that most people would agree to. 16. Be Anti Something Idea - Find a topic, activity, behaviour, person, or group of people that you can take a deserved dig at. - But never be hurtful for the sake of it - Always have a valid reason to be negative or irreverent. - Ads have to somehow relate back to the product.
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WEEK 4
Le c tu re by N i c ho l a s
Old TV v.s Modern TV Advertisement = $1000 for 30secs Mediacorp v.s Blogger
1. Product Placement E.g. ET (movie) ET’s snack -> chocolate = When in a big hit 2. Use the second screen 3. Don’t sell ads, sell stories 4. Make it Viral 5. Make it interactive What makes a video viral? E.g. Dove advertisement
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1hr Challenge Brand: Land Transport Authority Media Used Aurasma App (IPhone & Android Phones) The Script “Please Let Me Come Out First” “No Eating or Drinking is allowed in Stations or on Trains” “If you see any suspicious looking person, please contact our staffs”
Description of Campaign Since Fizah Wizah was known as the “MRT girl” and her video had gone viral in the social media (Facebook, Twitter, Youtube and etc). She should now ‘step out’ and teach people of the many rules in MRT station and also the expected behaviours and courtesy in train. For example, passengers who are waiting for their train can scan the visuals that were pasted on the glass door and Fizah Wizah will come out telling people in 4 languages to queue up and let the people in the train come out first in a quirky way. Whereas, for passengers in the train, they can scan the No Eating & Drinking sign and similarly Fizah Wizah will pop up and imitates the MRT announcement speaker and repeat the sentences exactly in 4 languages.
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WEEK 5
C l a ss Tri p by N o o r A zha r
ADM Exhibition
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WEEK 5
C l a ss Tri p by N o o r A zha r
My Thoughts Seeing all the works at ADM show, i feel that the campaigns are really wellexecuted and clear. There are lots of illustrations-based works and every individuals have their own unique style. It’s an exhibition that makes me want to stop at every booth to read more about the campaign. When i first enter the school where the exhibition was being held, this ‘Confession of the Strawberries’ attracted my attention. The 6 dolls were hung high up and stood out from the rest of the exhibits. It is one of my favourite exhibits and the concept is really interesting, targeting at youths who are called the ‘strawberry generation’ and these 6 dolls represented the different categories or problems we had.
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WEEK 5
Le c tu re by N i c ho l a s
QR Code
QR code = Quick Response Code QR codes are everywhere Components: - Finder, Timing and Alignment patterns. - Format Info. - Encoded Data. - Quiet Zone. SOMETHING THAT YOU TAKE FOR GRANTED, REDESIGN AND REINVENT IT. Case Study: Singing in the Rain Cannes Lions - REBRIEF (1960s brief -> Reinvent with new design)
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1hr Challenge Before this exercise, I’ve already knew about this ‘redesigning QR code’ from the NewMedia students. It was really cool and can make a QR code looked more ‘alive’ rather than being just black and white. All i was told is to use pen tool and vector, not forgetting to scan the end result to make sure the qr code is still working. After this exercise, I finally understand how it worked. It’s like trial and error, the qr code cannot lose more than 70-75% of its look. Especially the 3 main visuals in a qr code. The choice of colours doesn’t affect the QR code. There are even more creative qr codes done by my classmates. I’m glad that the class was taught on how to design a QR code, it will be useful for us in future where we’ve to do a campaign and the QR code can lead the viewers to either campaign website or video.
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WEEK 6
Le c tu re by N o o r A zha r
Unique Selling Point (USP) 1. Product/Brand Name Name actually comes from product benefit Each time you see/hear the name, it reinforces the benefit. Case Studies: Coke Zero (Live without it), LG (Life Good) 2. Physical Characteristics This means colour, shape, design features. Quirky physical properties? Case Studies: Guiness Extra Cold 3. Logo/Identity Not easy to do without being contrived. Be careful that your concept does not change or cheapen a client’s prized logo or design. Case Studies: Mercedes-Benz 4. Packaging Can be an inspiration for campaign Case Studies: Peppermints sweet 5. Taste/Flavour Taste is not a USP, you have to define it Candies and Drinks always play on this. Case Studies: Pepsi 6. Heritage/History Case Studies: Louis Vuitton (Where will life takes you?) 7. Price Clear, definitive proposition Case Studies: Stella Artois 8. How product is eaten/used Can be fun and memorable Case Studies: Body by Milk 9. Competition Leads directly from a competitive strategy Case Studies: PC v.s Mac 10. How product is being made Can take on an Informal, Educational Strategy. Case Studies: Jack Daniel’s (Whiskey) 11. Ingredients Pull out one ingredient/product content information Case Studies: Fanta (Ingredient that is not there)
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12. Timing of Use Seasonal information that limits the ads lifespan Case Studies: Hershey Kissable Chocolate 13. Product Lifespan Can be staggering information especially if users are not ware of such facts Case Studies: Elmlea 14. Personality Good starting point when researching new or establishes brand Can be radical difference form everyone else’s or slightly Case Studies: Monocle magazine, 8days, Economist 15. Attitude More original and unique the attitude, the better Don’t create one, decide if the product needs one. If it directed at consumer, the competition or someone else? Case Studies: Nike - Rooney 16. Existing Advertising Building on a known campaign for the brand. Case Studies: Absolute on Ice, Absolute End 17. Consumer Famous or Non-famous people using the product as a testimony, or endorsement Otherwise, any idea about people who don’t use the product. Case Studies: Dove 18. Owner/Staff Dig out facts that could be interesting from the owner or staff of the brand. Is there anything unique about them? Their ideologies? Case Studies: Sir Richard Branson, Steve Jobs 19. Character Unique Character can be taken directly from logo or packaging Can also be entirely original Can either produce good or bad effects Case Studies: M&Ms 20. Outlet The place or country the product is sold Or popular in a country other than where it is produced Case Studies: Dilmah ** Hard to find a USP? Be the first to own it.
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Le c tu re by N o o r A zha r
Ideas Quantity = Quality So don’t hold back and pre-judge your ideas Have lots of them Wild idea = Springboard (help see things from different perspective) 1st idea will not always be the best. Move on to another. Take stock, test against the brief. Essential that advertising proposition comes across clearly and single mindedly. Best advertising idea is not just original and on the brief but that are campaignable. Often the best ideas are the best ones In fact, your idea can be so simple, you wonder why it hasn’t been used.
1. Take your audience by surprise You must first understand what your TA want to see 2. Be a comedian Know the audience well enough to lead their thought to a particular direction, gives an unexpected punchline, then triggers laughter. 3. Be observant Observe human nature. Connect using everyday experiences to get there “Yes, i feel that sometimes” response 4. Keep a notebook Record useful observations, ideas discoveries. “Idea Book” for later briefs. 5. Have lots of ideas Creative thinkers explore different routes. 6. Test your ideas “Overnight Test” Pin up on the wall. Talk about your ideas.
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WEEK 6
Le c tu re by N o o r A zha r
Lasalle Exhibition
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Introduction
Introduction
Introduction
For CA1, it’s a pairwork, and we were given a choice to choose who we want to work with. Next, we were being introduced to the client, Singapore Anti-Narcotic Association. A non-profitable welfare organisation that aims to reduce the number of drugs abusers in Singapore. As it is a voluntary organisation, they have no budget, hence this becomes a great challenge for us to think of a campaign that can help SANA to send out the anti-drugs messages and at the same time increase its popularity.
Ideation
SANA The Singapore Anti-Narcotics Association (SANA) is a Voluntary Welfare Organisation set up in 1972 to work with the community and grassroots organisations to rein in the spread of drug and inhalant abuse and to work towards the vision of keeping Singapore drug-free. SANA is an approved charity with IPC status and cash donations to SANA are tax exempt. SANA is a member of the Community Action for the Rehabilitation of Ex-Offenders (CARE) Network. We also collaborate with civic and community bodies, corporate organisations and schools in our anti-drug programmes.
Ideation
SANA is a non-profitable voluntary welfare organisation that was set up in 1972 to work with the community and other organisations to work towards a drug-free Singapore. Although Singaporeans know about the drug campaigns that SANA has done, SANA itself isnt widely known. Because it is a non-profitable organisation, budget is usually a problem to all their campaigns.
Introduction
Vending Machine
Introduction
To start off the campaign, my partner, Charmaine and I came out with a list of possible ways to send out antidrugs messages to our target audience. At first, we were both stuck as we felt so restricted due to the fact that SANA had no budget, thus we can’t come out any ideas. Even if we have, the idea doesn’t seem to work and was shot down immediately when it involved money. However, we were told that budget is not an issue, we can propose or request for sponsor or collaboration! In this way, SANA don’t have to spend a single money and in turns, making use of the partner’s popularity to gain some awareness.
Ideation
Introduction
Mindmap
Introduction
When we locked down on 1 idea, Azhar and Nicholas will guide us to go deeper into executing the campaign. At this stage, mindmap can effectively narrate all the parts in our campaign and highlight out the missing informations or ‘gaps’ in it. It can even push and expand the campaign more so as to round it off perfectly. Through this, we have a better understanding of our campaign and the direction in which it is going.
Introduction
Art Direction
Introduction
We set off to execution, where we chose to do both illustration and typography. The purpose of having illustrations is to attract our target audience and they will find it unique, hence aims to collect them all. While for the typography, we believed that it has the ability to send out message effectively and also giving characters to our design. Both my partner and I worked well together as she is more comfortable with graphics while i’m more capable of doing typography. Therefore, we research on some potential visuals that can help us in coming out with a style for our campaign.
Sketches I thought that typography can be easily controlled and executed through pencil sketching. But I was wrong.
Vector After vectoring out the sketches. I realised that they looked different from what i expect it to be. Especially the calligraphy style typography. As the campaign is all about drugs, we decided to make use of visual effect to show our target audience the consequences of taking drugs. Therefore, we added in the blue and pink layers behind main visual. It aims to give a hallucination effect whereby you will feel giddy after staring at it for too long.
Warp Of all the typography done previously, the warp text can portray the drugs effect best. However, it doesn’t look natural enough. Through experimenting and researching, I’ve discovered the awesome tool called warp in illustrator. It was pretty hard to control the setting at first, but after i got the hang of it, everything seems to be more simple.
Vending Machine It is not any typical vending machine, but a vending machine that holds cards in it. The purpose is to arouse the curiosity of the clubbers and to attract their attentions.
Vine App The purpose of having aurasma app is to introduce its fresh, creative and, thus fascinate the youths. It allows them to see things in a different way and they might also share their unique experience to their friends who will then step forward and get the card too. Some may even share it through social media and create more awareness. Furthermore, it’s a free app and majority of the youths have smartphones with 3G and can download the app on the spot to experience it themselves.
APPLICATION
1. Install the CAN YOU app.
2. Open the app and scan the typography behind the card.
3. Hover over the card for a moment until a loading icon appears.
4. The hidden message will then be shown.
5. The video will end with a call to action.
6. Click on the video and it will lead you to SANA website.
End. At the end of it, we presented our idea to SANA and received good feedbacks. Everything went smoothly and we were glad that it’s all over. I felt contented and lucky to be able to partner Charmaine in this project. We worked well and hard together. Encouraged each other to perservere on when we are bombarded with other modules works. We don’t judge ideas, we note down and improved on them. We make time almost everyday after school to discuss on this project. Thus, CA1 ended off with a long sleep and I’m all fully charged, ready for another war in CA2.
WEEK 8
Wo rk f ro m H o m e by N o o r A zha r
Class Activity please WORK FROM HOME for adcomm this coming monday morning, your first day of the new term. i will need you to work on the following individually. 1) Dumb Ways to Die an integrated campaign by Clemenger Melbourne, for the Melbourne Metro Trains - discuss if a similar campaign launched in Singapore, would it take off and be effective? - write an essay of about two A4 pages long minimum. 2) Prelude to CA2 - list 10 issues in Singapore context that will give you an opportunity to launch an extraordinary integrated campaign. - zoom in on 2 issues that you would shortlist as your most favourable to tackle, and provide a paragraph of write-up each on why these issues are appropriate as your final 2 issues. attach clippings or articles to support your write-ups as secondary references. please upload items 1) and 2) by 3pm sharp on monday. late submissions are non-submissions. let’s use the time on monday morning to complete these 2 exercises.
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Background Information: Dumb Ways To Die is a public service announcement campaign by Metro Trains in Melbourne, Australia to promote rail safety. The campaign went viral through sharing through social media in November 2012. The campaign was created by an advertising agency called McCann Melbourne. It appeared in newspapers, local radio, outdoors advertising, throughout the Metro Trains network and on Tumblr. John Mescall, executive creative director of McCann, said, “The aim of this campaign is to engage an audience that really doesn’t want to hear any kind of safety message, and we think Dumb Ways To Die will.” It has a snappy headline. A catchy tune that gets stuck in your head. And a message that is easy to understand and perfectly targeted. According to Metro Trains, the campaign contributed to a more than 30% reduction in ‘near miss’ accidents. The video was uploaded to YouTube on 14 November 2012 and made public two days later. It used black comedy (a sub-genre of comedy and satire in which laughter arises from cynicism and skepticism, often relying on topics such as death) and featured a variety of cute characters killing themselves in increasingly idiotic ways, also culminating in three characters being killed by trains due to unsafe behavior. It was viewed 2.5 million times within 48hours and 4.7 million times within 72hours. Within two weeks the video had been viewed 28 million times and spawned 85 parodies Over the years, there are news of people falling onto the MRT track, be it suicide or accident. It has set the alarm ringing for the person-in-charge to do something with it. Therefore, platform screen doors are built, these doors serve to prevent suicides, enable climate control within the station (better ventilation and air conditioning), better security control, as access to the tunnels and tracks is restricted and for passenger safety considerations. More CCTV cameras are also progressively being installed in all stations. This effectively reduced the number of suicide accidents on MRT track. If a similar campaign was launched in Singapore, I believed that it wouldn’t be effective. Although with social media, the campaign will be spread within the small population instantly. A video with such catchy tune, cute characters and attractive headline will only win the interest of some Singaporeans. This is because Singaporeans lacked of humour, they take things too seriously. Furthermore, Singaporeans like to complain, there are many platforms for us to post our views and complaints on, such as STOMP and Facebook.
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Wo rk f ro m H o m e by N o o r A zha r
This reminds me of a recent MRT campaign, Love Your Rides. The Public Transport Council, in partnership with the Land Transport Authority, SMRT and SBS Transit and the Singapore Kindness Movement, strives to promote gracious behaviour on our buses and trains, in line with our aim to be a more gracious society. The slogan “Love Your Ride” injects a fun and humourous element to the programme, popular and recognisable local icons, Dim Sum Dollies (DSDs) are roped in as the programme ambassadors. Posters carrying graciousness message with images of the trio adorn MRT stations, bus interchanges, bus stops, in trains and in buses. A music video by the DSDs will be played at MRT stations and bus interchanges. What’s special is the creation of a series of ‘Transit Melodies’ sung by the DSDs. However, this campaign received lots of negative comments such as “ the jingles were annoying”, “The campaign didn’t even impact the commuters”, “Only their song rocks, not their video and actions”. A voting page was set up, it shows that 92.89% of the voters feel that it has failed while only 7.14% feel it was a success. Hence, is a campaign considered successful if people remember it but don’t carry it out? But what’s the point of a campaign when people only remember it but neglect the actual purpose that was supposed to serve? In my opinion, Singaporeans will think that suicide is a serious issue that should not be seen as a joke. A video like “Dumb Ways To Die” may only effective to some populations. Others will complain about the seriousness of safety and are determined on their stand. For example, the Macdonald ‘PSI’ advertisement:
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Macdonald cleverly uses the recent issue of high PSI of 400 in Singapore to advertise their new flavored sauce, this attracts a lot of attention. However, it received lots of negative comments and that Macdonald has to apologize. “Singapore, the place where creativity comes to die� Therefore, I felt that a black comedy campaign does not work for Singaporeans.
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WEEK 8
Wo rk f ro m H o m e by N o o r A zha r
Research 2) Prelude to CA2 - List 10 issues in Singapore context that will give you an opportunity to launch an extraordinary integrated campaign. - Zoom in on 2 issues that you would shortlist as your most favourable to tackle, and provide a paragraph of write-up each on why these issues are appropriate as your final 2 issues. Attach clippings or articles to support your write-ups as secondary references. 1. Singaporeans have no emotions. 2. Discrimination towards foreigners. 3. Neglecting parents by putting them at Old Folks Home. 4. Employment of Disabled. 5. Stressful society. 6. Lack of discipline (Youth) 7. Broken Family (Divorce Rate) 8. Gambling 9. Teenagers getting into gangs. 10. Reckless drivers (Taxi Drivers) Employment of Disabled. I realized that Singaporeans do have sympathy and majority of them are kindhearted. Advertisements or campaigns that are able to touch their hearts will succeed in persuading them to carry out the actions. The employment rate of disabled is very low in Singapore as there is a misconception that the disabled are unable to do things both physically and mentally. However, some of them are very hardworking and wanted to work so badly to contribute to the family income. Although they are physically disabled, but they are just like normal people. Therefore, they should be treated fairly and not being discriminated.
24 J u n 2 0 13 M o nd a y
Mediacorp Variety Show Joy Truck seeks to help the needy and foster community building spirit. Stretching across television, radio, online and on ground platforms. One of the episode broadcasts about an interview with a disabled person and he expressed how keen he is to earn money by selling books. His attitude towards his work is so positive and strong no matter how tired he is. Hence, a campaign that aims to increase the employment rate of disabled can be an opportunity to create awareness to the target audience.
Reckless Drivers Open up a YouTube page, under the trend list, there will always be a video of reckless driving, road rage or speeding through red light at traffic junction happening in Singapore. However, the only action done is to upload the video on YouTube. These drivers do not learn the consequences of reckless driving unless an incident happened. A campaign that touches on losing our loved ones can be an opportunity to launch an extraordinary integrated campaign. It should serve as a warning to the target audience and perhaps let them experience it themselves.
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WEEK 8
Le sso n by N i c ho l a s P a u l
Retailogy / Location (Retail solutions that enhance store engagement, loyalty and visits)
1. Look for different distribution channels 2. Innovating the retail format 3. Sharing the retail experience by social media OOH (Out of Home) Focus on marketing - Large screen - Kiosks - Bus Stop banners - Taxi top - Escalator - Trash bin - Signboard Point of Sale * 1. IBM (Adding a curve) 2. Walking Dead 3. Hot Wheels 4. Calvin Klein (When it rains, the poster changes) 5. Leticular (Child Abuse) 6. The Last Exorcist 7. LG (The Elevator) 8. Microloan Foundation (Pennies for Life) Requires: - Technology (NFC, QR code, Different materials) - Media - Location - Content
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Leticular (Child Abuse)
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WEEK 8
C l a ss A c ti vi ty by N i c ho l a s P a u l
Makey Makey When you touch the apple, you make a connection, and MaKey MaKey sends the computer a keyboard message. The computer just thinks MaKey MaKey is a regular keyboard (or mouse). Therefore it works with all programs and webpages, because all programs and webpages take keyboard and mouse input. Make + Key = MaKey MaKey!
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Concept: Singing Eggs How: It starts off with a few eggs singing with plain voice on the stage. This installation works when a person hovers his/her hand over the eggs on a counter (sensor installed on top of each egg) and each egg will produce different background music. Idea: For the public to complete the whole performance.
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WEEK 9
Le c tu re by N o o r A zha r
Great Campaigns “Let us prove the world that good taste, good art, and good writing can be good selling” CHEIL (Samsung Life Insurance) “Bridge of Life” Grand Prix for Good
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Rules of Advertising 1. Grab Attention (media usage) “Stopping Power” = Determines a good/bad advertisement 2. Headline Matters (People read the Headlines) Comes out with many headlines and pick the most suitable one. 3. Target Audience (Make a personal, emotion connection with the viewer) If they feel like you really care about helping them, they will call you. Wear a helmet, protectyourhead.com 4. USP (Unique/Emotional Selling Preposition) 5. Ad must separate you from your competition Don’t just list benefits/services (Tell why) 6. You must deliver on your headline Promise them what they want in the headline (or they don’t want to see) Prove that you can deliver with your ad copy 7. Advertising is about Credibility Advertising is about Trust & Promises Regularity = Familiarity that will lead to trust Give your prospects confidence e.g. Beijing 101 = Using the same strategy or message again and again 8. Be the expert Target a specific client with a specific solution to their problem. Know about the product/service (either experiences or know someone who experience it) 9. Use media wisely, every media is unique (Traditional Media, Digital Media, New Media) Design your ad around your media If your ad runs too often, or not enough, or in a wrong place or at the wrong time you waste money. Traditional media is the most expensive. 10. Get a clear brief (1page, 1+half page) Brief acts as the ignition & inspiration to the creative team Either restricts or enlarges search-field for potential ideas and simulates imagination Restricting parameters/guides to follow or has been set Enlarging detailed information about the product that provides space to create ideas “Good Headlines do not need good vocabulary (chim words).
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C l a ss A c ti vi ty by N o o r A zha r
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HEADLINE: Oops! I did it again. BODY COPY (Line 1): It’s bigger than you think.
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WEEK 9
Le c tu re by N i c ho l a s P a u l
New Technology Inventive new ways for brands to interact with customers Trending in 2010 - iPad What was trending in 2012 Where to find new technology? TEDTalk stevespanglerscience.com sickscience e.g Growing moss into an Art. Don’t copy others ideas, do one yourself Good websites: ThinkGeek adafruit Conductors - Silver, Gold - Copper Aluminium - Water (dissolve some salt) - Pencil Lead
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C l a ss A c ti vi ty by N i c ho l a s P a u l
Experimenting Never thought that i’ll be handling electronics in design school too. It can be challenging to come out with a campaign that required electronics to work. But if there is a chance, why not? With such advanced technology now, anything is possible. Electronics came in when e.g the posters are interactive, so once a person interact with the poster, a sound will be heard.
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Soldering
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CA2
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Open Brief
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Ideation
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Ideas
The first idea i had was to come out with a game where people are exposed to the taboos around the world. The idea behind is to educate Singaporeans that there are many other different cultures in this world, we shouldn’t be so conservative and judge other cultures, As Xenophobia is a sensitive topic, thus the campaign aimed to be light hearted and less serious. But the whole campaign lacked of the idea of ‘time’ in it. Therefore, the concept of growing wall art developed. The message will only be revealed after 2 - 3 weeks when the art is fully grown. It hopes to reach out to the public the main message of “Give Time” and also that we should not judge the foreign friends, we should give them time to adapt to the new environment and be part of Singapore.
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Wall Art
Moss graffiti, also called eco-graffiti or green graffiti, replaces spray paint, paintmarkers or other such toxic chemicals and paints with a paintbrush and a moss “paint� that can grow on its own. As people become more eco-friendly and environmentally aware, the idea of making living, breathing graffiti has become a more green and creative outlet for graffiti artists. It can also be considered another form of guerrilla gardening. With a recipe, this solution can be done to paint own wall art. Thus, the strategy of this campaign is to incorporate the concept of time whereby the wall art will grow and reveal the message.
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Research
Xenophobia
Through research, I’ve realised that the cause of Xenophobia in Singapore is due to many reasons. 1. Singaporeans too conservative, they can’t accept foreign behaviour. 2. Singaporeans love to complain a lot. 3. Singaporeans too insensitive and harsh in their words online. Therefore, the problems lie on Singaporeans and to solve all these issues. There must be a campaign, besides educating the foreign friends, but also to educate Singaporeans to be more open-minded and learn to be more caring towards these foreign friends. With that, a campaign “Give Time” was set up to target students in tertiary schools, as i believed that such practices should start from young and it’s easier to change their mindset now compared to those working adults in the industry.
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Execution
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Visuals (First draft)
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Visuals (Second draft)
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Comments
“ The messages on the visual looked harsh. Follow the ‘Jia’ art direction with Chinese characters and English translation.\ Words and visual must be bold enough for growing wall art.
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Visuals (Final)
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Rationales
I’ve went to interview 3 of my foreign friends and they shared with me their stories of being foreign in Singapore. How much they have struggled and how do they overcome it. So i gathered all these stories and came up with “Dream”, “Home” and “Heart”. Dream Some of our foreign friends came to Singapore for their own dreams. Some wanted to be lawyer, some wanted to be doctor, etc. Therefore, with such goals, they felt more motivated and persevere till the end, Home Home is where your family members are. This is what my foreign friend told me, which i find it so true. To most Singaporeans, we feel that Singapore is a home to Singaporeans, while the PRCs should go back to their home in China. This proves how conservative we are, i feel that Singaporeans should learn to be more open-minded and hence be more optimistic. Heart One should have the heart to adapt to the new environment, if they don’t, it is hard to survive in this world. When our foreign friends came to Singapore, they faced lots of difficulties. “I told myself, i’ll use this chance to train myself, to become more independent and stronger.”
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Websites
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Application
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Campaign Rationale
Idea behind this Campaign An outdoor wall art that aims to gain the attention of the target audience (students). They will step forward, having the heart of wanting to know more about it. They will be lead to a website and know about the stories of their foreign friends being foreign to Singapore. At the end of it, they will get an opportunity to meet and interact with these foreign friends.
Design Aesthetics The idea behind the wall art is the concept of time. To let students understand the importance of time is to their foreign friends. The message was revealed only after some time as it needs about 2 to 3 weeks to grow out. At first, the wall art started off being brown in colour, the wall will be painted brown too to allow it to camouflage in, this shows how these foreign friends felt when they are in Singapore, trying to merge with us, be part of Singapore,however, there will always be something different about them. As time passes, these wall art will slowly grow and turn from brown to green. This shows that with time, we will be able to see the beauty in them.
Website The website will only be sprayed on below the fully grown wall art. In this website, there are navigations, Homepage, About Page, Stories and Gallery. Once the viewers access to givetime.com. they will be greeted by the 3 artworks which they’ve seen in their campus. To know more about this campaign, they can check out the About Page. Not only that, the Stories page will showcase the informations and interviews of their 3 foreign friends. They will be talking about their feelings being foreign to Singapore. At the end of each video, they will invite the viewers to meet them at their walls as they will be distributing bottles of solution where viewers can grow positive messages on the wall too. For viewers from other schools, they can view the photos of wall art in different campus under the Gallery section.
The Colours To tie in with the wall art and walls, the colours in general will be mainly green and brown.
The Inigma App The purpose of having this inigma app is to allow students to scan the QR code from posters that are placed all around the campus. This will lead them to a campus map, where they are guided to the location of the wall art.
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Interview
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The foreign friends that i’ve interviewed are all from my primary school, secondary school and polytechnic. When i approached them to help me with my project, they agreed immediately, even when i mentioned that i’ll be filming them. I feel that the difficulties in this interview are the questions to ask them, they can’t be too insulting as they will feel offended. One of the interviewees (not featured) here, she came to Singapore at the age of 10. She was transferred to my class then and we became best friends, we do prefect duties together and she is very smart, she top the class that year and was promoted to the best class. So, i approached her in Facebook to help me with my project, she agreed and we meet up on a Sunday. When i saw her, i greeted her happily and start talking to her in Mandarin like how we used to chat in primary school. She looked at me awkwardly and says “Sorry, but i don’t understand Chinese anymore, my chinese is really horrible now.” She explained to me that she mingled with all the English educated friends in her school and she hardly speak Chinese. She also don’t remember how her primary school life is like. So it’s kinda sad to hear that, but nonetheless, i still interview her and ask about her life and dreams. She changed a lot.
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Submission
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Exhibition @ libray
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12 A u g 20 13 M o nd a y
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Exhibition @ Bugis+ :)
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Preparation
16 A u g 2 0 13 Fri d a y
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Adcom ready for The Singapore Blend :) We’ve all worked hard for the day to come! Will defintely miss this bunch of awesome friends, who helped me when i’m stuck and gave me lots of suggestions and comments on my works. There are times we felt stress but we motivate one another, because we all know that if one starts feeling stress, it’s like a virus, everyone will feel stress too. Felt so touched when i received tweet or whatsapp message asking me “How are you? Okay mah?”, “How’s your work?” or even “You okay? Need help just ask okay!”. They can be playful and seems to be slacking around, but they know the deadline is nearing and spent sleepless nights rushing works. I’ve learnt a lot from them, though time management screwed up their submission in the end, but they are really very serious and patience with their works (Y) Being a first timer in solo campaign, it’s tough for most of us but I’m glad we all pull through it and at least, we all become stronger and more independent :)
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20 A u g 2 0 13 Tu e sd a y
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Reflection Having a mixed feeling now that Adcom had ended. I’ve set up my mind and had never change it since Year 2, i wanted to be in Adcom. I like to think of unique ideas for a campaign and it actually went alive. I love to look through creative campaigns both online and in advertising books. If they can do it, i believed i can too. For SANA, when i first received the brief. I was worried because to me i feel that the most challenging kind of campaigns are donation and anti-drugs/smoking. We can’t tell people what to do, but we can change their mindset. To change their mindset, the campaign needs to be very effective and able to touch their hearts or be very impactful. My partner and I spent most of our time thinking of ideas that we actualy over-think and got stuck. We learnt that ideas came in only when we are more relaxed, it can even be when we are on train, bathing or on bed before we sleep. With the help of our lecturers, we managed to execute out the campaign which both of us are really enthu about presenting it to the clients. Though we are not shortlisted, but we were overwhelmed and contented to get an A+ for it. As for CA2, things get a little different and tougher. It’s a solo campaign, everyone plays 3 roles in their campaign, Art Director, Designer and Copywriter. It’s very stressful and we got to be very independent and responsible with all over creatives. At one point of time, i felt really lost, everyone started doing execution but i’m still at ideation part. I know that i was lagged behind and the stress level in me is shooting up. In the end, i managed to make full use of the long holiday (National Day, Hari Raya) to execute out my campaigns. After this project, i’ve learnt that time management is really important. Setting up my works at Bugis+ exhibition and be part of The Singapore Blend, i felt that the effort i’ve put in and all these sleepless nights are worth it.
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