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Festival of Creativity
26 - 28 September 2018
Singapore

Category

Award

VIIV

ClientJIUU GROUP OF CREATIVES
CategoryA01. Corporate Identity Schemes
TitleVIIV
Product/ServiceCOMMEMORATION OF THE JUNE 4TH EVENT IN HONG KONG
Entrant Company:MAD STUDIOS Hong Kong, HONG KONG
Design/Advertising Agency:MAD STUDIOS Hong Kong, HONG KONG
Credits
Name Company Position
Brian Lau Yee Huan Mad Studios Principal Designer
Lilian Chan Lai Yee Mad Studios Designer
Benny Yuen Jiuu Organizer
Zeroc Hon Jiuu Designer
Chung Jiuu Artist
Narci
Pell
Dominique
Jane
Miko
Finger
Andy
Ray
Esky
Jason

Brief Explanation

Most local youths are politically unaware or uninterested or feel unempowered. To raise awareness of the June 4th Event amongst youths in Hong Kong. To encourage them to explore and to come to understand more of recent Chinese history. To empower youths in encouraging them to voice their opinions and perceptions of the Event. To become active participants in Chinese culture and history.

Describe the brief from the client:

To design a logo and implementation strategy that attracts and encourages youths in Hong Kong to participate in the Tiananmen June 4th commemorative events.

Description of how you arrived at the final design:

Taking inspiration from youth culture, namely web-based and street cultures. The logo is an 'emoticon' (martian language in chinese parlance) of a crying skull that also forms the roman numerals 6 - 4, as the June 4th Event is also known. The logo was implemented in a series of coordinated guerilla/street/web actions. (see photos.) The logo was disseminated / seeded over facebook, various blogs, SMS, email (twitter is not yet prevalent here in HK.) Seeding of some events to the press to generate more noise and chatter.

Indication of how successful the outcome was in the market:

There was a lot of local press coverage of the promotional events leading up to the actual day itself. There was immense internet chatter on youth blogs and social sites leading up to the commemoration. There was a marked increase in the number of youths attending the commemorative ceremony which was noted by both local press and political / social commentators. The logo has been used locally and abroad as a visual focus for many self-initiated commemorative events and activities. The 'term' VIIV has been taken on as local/mainland Chinese parlance to indicate the Event. (type VIIV into Youtube.) The logo was seen on a live TV broadcast of a local legislature meeting, one of the legislators applying the sticker on his computer. see http://www.youtube.com/watch?v=85eIowVD6V8 (1:10) http://hk.news.yahoo.com/article/090510/4/c3wd.html see http://forum7.hkgolden.com/search.aspx?st=T&searchstring=VIIV