Look up! Social Campaign

Rachel Audrey Effendi & Larissa Melina Menth

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Look up! a social campaign

to give the moments of in betweens their value of a break back.

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Keywords 02 |

Campaign brief 04 |

Visuals 05 |

Touchpoints 06

keywords pink | rabbit Our project development started with the two keywords pink and rabbit.

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Brainstorming | When brainstorming we tried to discover and cover all aspects where the words pink and rabbit can be found. In some cases it was more obvious, sometimes however, the indirect meaning seemed to be more hidden.

Nevertheless, both words when looked at them closely turned out to have a more diverse meaning than the first look let us guess.

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In between | For us the main connector of both words was the “the relationship of the in-between“. To all things there are always two extremes what we were interested in was the place, the space in between those extremes.

Connecting the thought of the in-between to the colour of pink, we suddendly had a variety of pink shades to work with: all between a very soft and pale one on the one side and a very bright and strong pink on the other side.

Looking at the word of the rabbit more closely, it also shows that the rabbit has many sides to himself when being represented in stories and movies. His characteristics are very diverse and reach from the cute looking furry animal to the eval and insidious one quite often shown in cartoons and movies.

The shades in between: in between the two extremes both of our keywords were representing.

Looking around us, it was obvious most people would fill those short in between moments with a look on their technical devices.

campaign brief 04

a social campaign to remind you of the breaks in between | the in-between in our daily The social campaign Look up! is here lives to remind you to take a short break.

A short break in the moments of in| between: in between train rides, in The part we were interested in were between the places you are going, in the moments of “in between“ on a smaller day to day scale: the time when between the things you have to get waiting for a friend or the next bus or done, in between the people you are subway to come, when going from one meeting. place to another, the time between Through nudges we will give you remeetings or even the time when waiminders to take your attention away ting for the light to turn green at the from your screen: to look around and crosswalk. give your mind, yourself a short moGenerally spoken: the small moments ment to breath – while being in the and times of the in-between: in betmoment of the in between. ween moments, places, people and The target audiences the campaign is tasks we so often fill with looking at our screens – in order to close the gap reaching out to is the hustle society who isfound in every age range, espeof not doing anything, of not being cially in a megacity like Seoul. multitasking, of not being productive.

visuals Our visuals are a combination of the |triangle shape |the colour purple and green |the font shape | A basic and known shape which gives the eyes a guidance to look upwards.

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colours | We chose to work with bright colours to catch the eyes attention in places where it is already busy and noisy for our senses.

Purple: with the attributes of being uplifting and calming for the mind and nerves combined with green which adds an optimistic and refreshing state of mind.

font |

Artegra Sans Extended Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Artegra Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 A clear, yet characteristic font to emphasize the simplicity of our idea – yet a 06 font with a slight touch of being extra enough to stand out.

Touchpoints Our touchpoints are based on the locations we decided to work with: |. the waiting area at bus stops ||. the eating area in public spaces |||. a digital touchpoint for selfset reminders

bus stop | Here the social campaign is subdevided into a combination of two posters which are interacting with each other.

The first poster is located on the ground where it is catching the target‘s people attention while their gaze is focused on their screens and with that towards the ground as well.

The time in between the nudge given on the poster placed on the ground and the “finding of the missing piece“ is what we are aiming for: the moment of looking up, looking around you and with that giving your mind already a small break.

The seconds poster is placed at another point of the bus stop in order to play along with nudge the target people are getting from poster number one.

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Public eating area | The stickers which can be found in public eating areas are here as a reminder to take an actual break. Eating usually comes together with looking at a screen, but is that really the way to spend a break?

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Stickers | The stickers can be put on any digital device which is used for work to remind us to look up from time to time: to give ourselves a moment for some deep breaths.

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Mobile app | The mobile app functions as a reminder for the user to look away from their screen for 20 seconds, which we call “screen break“. During those 20 seconds, the screen will go blank and a timer will show. After that, the phone will vibrate letting the user know that 20 seconds are up. The frequency of the screen break can be adjusted to the user liking, starting from every 20 minutes.

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Screen Break Animation .

Notifications | Once the 20 second timer is over and you had looked away from your screen there will be different notifications emphasizing the importance of such short breaks in the day to day life.

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Settings

Learn more | Scroll up to learn more how constantly being on the screen can affect your physical and mental well being.

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by Rachel Audrey Effendi & Larissa Melina Menth Visual Innovation Design Professor Boyeun Kim IDAS Hongik University Fall semester 2022

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