The thing about really broad requirements is that instead of being subject to limitations, there isn’t much of a direction to start with. Fortunately, I came across an interesting idea in a design magazine where they had creases on clothes. It was striking because the clothes looked very different and edgy with its ironed-on creases. It was with this concept in mind that I started to develop my idea. I thought it’d be interesting to create a postcard with a creased outfit and thought of a campaign that would gel perfectly with this concept.
The Big Idea:
The whole point of ironing your clothes is to create a good impression. So wearing the perfect outfit but presenting it with creases will fail to make a good impression. I thought of parallels I could draw with forming good impressions and clothes. I thought it was a stroke of genius (which happens quite rarely for me) to use the outfit to represent how you carry yourself and the creases on it as a person’s inadequacies in English. Hence the pun of “ironing” of English would work to draw people to improve their command of the language. The Speak Good English movement is an ongoing campaign that targets Singaporeans (youths primarily) to use grammatically correct English.
Target Audience:
The colors are meant to be, (in Ris Low’s words) “loud” and I’m not sure if “red” would cut it, but definitely something that “boomz!”. Targeted at all the Ris Lows out there, this postcard is set to drive people to start ironing out the creases on their English!
Status:
WIP, TBA
