This project is on Singapore Day London 2009, which happened earlier this year on 25th May. When I embarked on this project in November last year, it was still not decided that Singapore Day will happen in London. Nonetheless, here’s my take on Singapore Day London.
A series of print ads
Introduced popular Singapore icons whom Singaporeans can instantly relate to.
Ads on The London Bus
Car Decal for Singapore taxis
Decal is printed on both front and back. When viewed from outside the taxi, it is a silhouette of the respective Singapore icons. When viewed from inside the taxi, the full image and and more details can be seen.
Behind the ticket is a lucky draw coupon which resembles a Singapore Airlines Economy Class ticket. The prize is a trip back home.
Straits Times article on the goodie bag, featuring Singapore Day London. A photo booth will be available at the event, where instant photo prints will be given away to the attendees. These photos can then be pasted onto the goodie bag — as if they were on the front page of Straits Times.
Illustration: Pang Yuting
Creative & Art Direction: Pang Yuting
Copywriting: Pang Yuting
This project talks about how to take care of our 2 precious kidneys, which most people are naturally born with.
The whole idea started from the organ trade saga which happened last year, whereby Mr. Tang paid an obscenely huge amount of money in desperation for a functional kidney to sustain his life.
The first question that popped onto my mind was:
Why pay for something you got for free?
This led me to the whole idea of “prevention is better than cure”. It is of utmost importance that we do not overwork our kidneys. These ideas popped into my mind: pamper our kidneys, help our kidneys find their inner zen, achieve nirvana.
First thing that came to my mind was to have a kidney sitting on the clouds meditating.
The resulting designs are Zen-like, oriental, peaceful and contemplative.
Target audience are tertiary students (start them young)—hence the light-hearted & playful character design.
Help your kidneys find their inner zen. They can attain nirvana too. Oommm… *meditates*