CHAM LOI NOI Campaign
Graduation Project | 2023 | Branding, Illustration, 2D animation
The campaign CHAM LOI NOI aims to promote the importance of saying kind, respectful, and considerate words towards others in our daily lives.
For who
Young people aged 18-25, who are in high school and college.
This is a sensitive age group, easily influenced by the negative words and comments around them.
Why it necessary
The keyboard warrior phenomenon is rampant on the internet
Many cases of bullying through harmful words lead to unpredictable consequences
The more mental health issues are being named
Ways to solve
Evoke the influence of words on young people
Create more activities to inspire the impact of words
Summarize and continue to remind about the positive messages of the campaign.
THE CONCEPT
Keyboard warrior phenomenon is rampant on the internet
Many cases of bullying through harmful words leading to unpredictable consequences
The more mental health issues are being named
The Garden metaphor for the Soul
Nurturing is an action that needs care and lots of tension
The Flowers metaphor for the Words said by others
If the soul were a garden, serene and bright,
Words would be the flowers, blooming in light.
Nurtured and tended, they bloom with grace,
Adorning the soul, leaving a trace.
Good thoughts are like seeds planted in the soil of other people's souls. When we sow Seeds Of Though, the garden of the soul flourishes, becoming greener and more vibrant than ever.
After being sown, the Seeds of Thoughts require a careful and nurturing process to sprout into Reflection Sprouts, symbolizing the thoughtful process of carefully choosing words to speak
The words need to be carefully arranged, which is the process of Refinement in order to form blossoming Buds of Words.
And then, these Buds of Words blossom into the Flowers of Speech, beautifully spreading their fragrance in the garden of each person's soul.
Wordmark
Graphic elements
Graphic elements
Mascot
Art direction
Campaign timeline
1. GIEO
25/9 - 30/9
2. CHĂM
25/9 - 30/9
,
3. TRÔ
25/9 - 30/9
GIEO
Capture the attention of the public with the concept of CHAM LOI NOI campaign, while also announcing an upcoming major event.
Set up installations on the streets to surprise and attract attention. Alongside are interactive screens to directly convey the campaign's message.
The behavior of Soul Garden changes based on the attitude of the words we choose to say.
The situation will change after an hour. They also can share the result through QR code on the screen.
