Flip That Box by Tanya Nipat

| FLIP THAT BOX | DISCOURAGING THE COMMERCIALIZED ASPECTS OF THE HOLIDAYS

CHAPTER 1: THE RISE OF CONSUMER CULTURE

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CONTENTS .01

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.03

THE RISE OF CONSUMER CULTURE

009

ARE THE HOLIDAYS TOO MATERIALISTIC?

012

HOLIDAY GIFT-BUYING

016

OVER SPENDERS VS. SAVVY SAVERS

018

HISTORICAL HOLIDAY SPENDING

020

DON’T LET CONSUMERISM OVERTAKE THE HOLIDAYS.

024

THE START OF HOLIDAY SIMPLIFICATION

030

WHY HANDMADE GIFT ROCK

034

GETTING RID OF GIFTS

040

THE DESIGN SOLUTION

046

DELIVERABLES

048

IDENTITY AND GOALS

050

STAFFS

052

STATIONERY

054

TARGET AUDIENCES

056

BOOKLET

058

SUCH-A-GOOD-TIME CARDS

066

YOUR-DAY COUPONS

070

CREATIVE WORKSHOPS

076

MEET WITH OUR GUEST, VIOLA SUTANTO

080

CAMPAIGN

086

MEMBERSHIP CARD

096

SMARTPHONE APP

098

WEBSITE

104

REFERENCES

108

ACKNOWLEDGEMENT

109

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| FLIP THAT BOX | DISCOURAGING THE COMMERCIALIZED ASPECTS OF THE HOLIDAYS

HOL·I·DAY [ HOL-I-DEY ]

NOUN 1. A DAY WHEN THOSE STORES MAKE A LOT OF MONEY FROM SHOPPERS 2. A DAY WHEN PEOPLE GO OUT FOR SHOPPING 3. A DAY WHEN PEOPLE TEND TO HAVE MORE DEBT IN THEIR CREDIT CARDS 4. A DAY WHEN PEOPLE TEND TO PRODUCE MORE WASTES 5. A DAY WHEN PEOPLE TEND TO HAVE MORE STRESS FROM A LONG LINE WAITING AND A FULL PARKING LOT

GIFT [ GIFT ] NOUN 1. SOMETHING BOUGHT FROM DEPARTMENT OR ONLINE STORES 2. SOMETHING PURCHASED AND GIVEN ON THE SPECIAL DAYS TO KEEP THE SOCIAL NORM 3. SOMETHING PUT IN A BOX, WRAPPED WITH DECORATED PAPER AND TIED WITH A RIBBON 4. SOMETHING IS IN THE FORM OF ELECTORNIC CARD AND USED AS A NON-MONETARY ALTERNATIVE GIFT

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/IT/IS/TIME/THAT/WE/SHOULD /BE/AWARE/OF/WHAT/REALLY/IS /A/PURPOSE/OF/HOLIDAY/AND /GIFT/GIVING./

The holidays are supposed to be a time of

Under such circumstances, the obligation to

giving, a time with family and, at the very

purchase a gift may be perceived as a threat

least, a time of relaxation. When holiday is

to freedom, eliciting psychological reactance

overshadowed by the ideas of consumerism,

(Clee and Wicklund 1980), creating a negative

it loses its spirit. People tend to look forward

rather than positive purchase experience.”

to holidays as its association with discount sales not the purpose of the day itself.

Many people tend to put too much pressure upon themselves to prove their love to others

Gift giving becomes an obligation; obligation

with gifts. It is time that we should be aware

to give and to receive. According to “Gift

of what really is a purpose of holiday and gift

Giving: Consumer Motivation and the Gift

giving. It should be a day when we create

Purchase Process“ written by Cathy Goodwin,

a joyful moment and bring everyone closer

Kelly L. Smith, and Susan Spiggle,”the giver’s

together through a shared experience.

motivation is generated by social obligation.

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/ THE/RISE/OF /CONSUMER /CULTURE

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> Are the holidays too materialistic?

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CHAPTER 1: THE RISE OF CONSUMER CULTURE

> Holiday gift-buying > Over spenders vs. Savvy savers > Historical holiday spending > Don’t let consumerism overtake the holidays

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OF 50 MILLION

CHRISTMAS TREES PURCHASED IN U.S. GO TO LANDFILL

| FLIP THAT BOX | DISCOURAGING THE COMMERCIALIZED ASPECTS OF THE HOLIDAYS

6TONS

CHAPTER 1: THE RISE OF CONSUMER CULTURE

MILLION THE EXTRA WASTE THAT THE U.S. PRODUCE DURING THE HOLIDAY SEASON

4TONS MILLION ANNUAL TRASH FROM GIFT – WRAP AND SHOPPING BAG IN AMERICA

25%

FROM THANKSGIVING TO NEW YEARS DAY, HOUSEHOLD WASTE INCREASES BY MORE THAN

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CHAPTER 1: THE RISE OF CONSUMER CULTURE

ARE THE HOLIDAYS TOO MATERIALISTIC? by Kidshealth

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Why do people give gifts in the first place?

presents probably didn’t do as much buying

receiving, too. It’s all too easy to have high

Throughout the world, many cultures

and spending as we do today. Our culture

expectations of what’s in that beautifully

mark special holidays with gifts and food.

has grown more commercial, and gift giving

wrapped box — and that can set anyone

Holiday traditions bring people together

has become a booming industry. Sometimes

up for disappointment.

and allow us to feel a part of family and

the original meaning behind the tradition

community. The gifts and food that we share

gets lost, and the gift giving takes on a life

are all about expressing a sense of gratitude,

of its own.

joy, and abundance.

Not only is the pressure on to spend money

When the materialistic aspects of the holiday overshadow its meaning, that can leave people feeling empty and wishing for something more. It’s no wonder that

The gifts of a few generations ago were

on the right present, but many people also

we often hear about people having the

probably more humble and homemade.

find that when gifts become the focal point

“holiday blues” — feeling sad or empty

Even the people who could afford extravagant

of a holiday, it puts too much emphasis on

instead of happy and fulfilled.

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CHAPTER 1: THE RISE OF CONSUMER CULTURE

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/WHEN/THE/MATERIALISTIC /ASPECTS/OF/THE/HOLIDAY /OVERSHADOW/ITS/MEANING, /THAT/CAN/LEAVE/PEOPLE /FEELING/EMPTY/AND/WISHING /FOR/SOMETHING/MORE./ The advertisements we see around the

getting together and celebrating with friends

holidays also can help foster unrealistic

and family. And some love shopping and are

expectations. With all the pressure to buy the

just fine with all the giving and receiving.

perfect gifts, get the perfect outfit, have the perfect party, and get along perfectly with our perfect families and friends, it’s hard for reality to measure up. Not all people think the holidays are too

But if you’re feeling a little hollow about the holidays, what can you do? One way to take back the holiday spirit is to focus on traditions and service — and on putting real meaning into your giving.

materialistic, of course. Most appreciate the traditional aspects of the holidays, like

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HOLIDAY GIFT-BUYING /

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12 / 24

3 / 15

6 / 18

9 / 21

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> APPROXIMATE 22.5 HRS EACH PERSON WILL SPEND ON GIFT-BUYING AND RELATED TASKS.

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HOUR RETURNING GIFTS

HOURS WRAPPING

3.5

HOURS WAITING IN CHECK-OUT LINE

HOURS SHOPPING

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OVER SPENDERS VS. SAVVY SAVERS OVER SPENDERS 1.

EL MONTE, CA

SANTA CLARITA, CA

THOUSAND OAKS, CA

RICHMOND, CA

CAMBRIDGE, MA

BOULDER, CO

DOWNEY, CA

DALY CITY, CA

BERKELEY, CA

10. NORWALK, CA

SAVVY SAVERS 1.

CHICAGO, IL

HOUSTON, TX

PHILADELPHIA, PA

MIAMI, FL

LAS VEGAS, NV

ORLANDO, FL

ATLANTA, GA

PHOENIX, AZ

SAN ANTONIO, TX

10. JACKSONVILLE, FL / / /

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| FLIP THAT BOX | DISCOURAGING THE COMMERCIALIZED ASPECTS OF THE HOLIDAYS

CHAPTER 1: THE RISE OF CONSUMER CULTURE

THE 2011 REVIEW: CONSUMERS IN THE SOUTH SAVED MORE THIS HOLIDAY SEASON THAN CONSUMERS ON THE WEST COAST.

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HISTORICAL HOLIDAY SPENDING > >

AMOUNTS FOR 2004 - 2001 ARE ACTUAL. SPENDING AMOUNTS, 2012 IS AN ESTIMATE.

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CHAPTER 1: THE RISE OF CONSUMER CULTURE

CONSUMERS PLAN TO SPEND MORE FOR 2012 HOLIDAYS THAN THEY SPENT IN 2011

$749.51 $740.57 $718.98 $681.83 $694.19 $755.13 $750.50 $734.69

$699.98

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/ALMOST/EVERY/YEAR/THERE /ARE/REPORTS/OF/PEOPLE /GETTING/SERIOUSLY/INJURED /ON/BLACK/FRIDAY,/AND/IN /SOME/INSTANCES/EVEN/KILLED, /WHILE/SHOPPING/ON/THIS /COMMERCIAL/HOLIDAY./ — Angela Woods

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CHAPTER 1: THE RISE OF CONSUMER CULTURE

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CHAPTER 1: THE RISE OF CONSUMER CULTURE

DON’T LET CONSUMERISM OVERTAKE THE HOLIDAYS. by Sharon Gollery

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It’s been a long, hard semester, and now

each other to be first in line. And it’s alarming

presents, this should not be the focus of

the end is so close I can almost taste it.

how many people are the same way—frantic

our holidays.

Only this week and finals lie between us

to get the best deals and the most things.

and the holidays, whatever holidays you

Now, if you asked an average person what

Between Black Friday and the holidays,

the holidays were all about, you would

this time of year isn’t so much the season

probably get an answer about joy and love

It’s definitely showing in the realm of

to be jolly as the season to show American

and being with family. Nobody likes to admit

advertising, too. I’ve lost count of how many

consumerism at its finest. I get the feeling

to being materialistic. However, the fact

Christmas sale commercials I’ve heard on

that too many people focus on the giving

remains that the way consumerist America

my Pandora radio station. So many stores

and receiving aspect of Christmas, making it

shows its joy and love is to give and receive

are urging us to buy their stuff that you can

a holiday centered around the all-important

presents, making the presents the most

practically hear them tripping and shoving

stuff. As nice as it is to give and receive

important aspect of the holiday.

may celebrate.

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CHAPTER 1: THE RISE OF CONSUMER CULTURE

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/WE/SHOULD/ANTICIPATE/THE /THINGS/THAT/ACTUALLY/MAKE /THE/HOLIDAYS/SPECIAL,/NOT /THE/PROSPECT/OF/ACQUIRING /MORE/THINGS./

I would urge everyone not to let the consumerist

a lot of stores offer deals on items that

As we head off on our break, we should

aspect of the holiday season get in the way

would otherwise be out of a lot of people’s

anticipate the things that actually make the

of the things that truly make this time of year

price range.

holidays special, not the prospect of acquiring

special. For some people, that might be drinking eggnog, or watching old Christmas movies with their grandparents. For others it could be caroling with their friends or baking a special cake. Spending money on whatever deals mega-stores throw at us is hardly the reason to celebrate. I’m not saying that you should boycott big stores and buy nothing. The holidays would be pretty dreary without people exchanging gifts, and it’s true that

There are also a lot of organizations that

more things.

give donated toys or food to children who wouldn’t otherwise get anything, and that is a wonderful kind of charity. Giving gifts is not the only focus of the holidays, nor is it the main one. I doubt that any of the religious celebrations that happen around this time of year place much of an emphasis on getting stuff as part of the festivities.

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DAD SPENT 12 HOURS WAITING IN LINE TO GET HIM THE NEW NINTENDO 3DS.

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CHAPTER 1: THE RISE OF CONSUMER CULTURE

A CHRISTMAS GIFT FROM GRANDMA WHO ALMOST BROKE HER LEGS WHILE SHOPPING ON BLACK FRIDAY.

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> Why handmade gift rock

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CHAPTER 2: THE START OF HOLIDAY SIMPLIFICATION

> Getting rid of gifts

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WHY HANDMADE GIFTS ROCK. by Jamie Hollier

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Handmade goods are different. They are made

many mass produced goods, handmade items

sweat, and tears into their work. Find a gift

with more traditional and environmentally

donâ&#x20AC;&#x2122;t tend to end up in landfills or incinerators.

that speaks volumes about who you are.

conscious methods. Many artists are conscious of the impact their work will have on the environment and strive to create green items with green techniques, often utilizing recycled or recyclable materials. Also, handmade goods are not planned with the idea of becoming obsolete; these goods are usually meant to last a lifetime at the minimum. In opposition to

Handmade goods become heirlooms that hold

Society benefits when it supports handmade

memories of special times and people. They

goods. Supporting artists creates a stronger

also have a personality that a toaster canâ&#x20AC;&#x2122;t

community and makes special bonds. Being

really match, even if it is hotrod red. When an

able to send a personal message to someone

item is handmade, a little part of the creator

that created your favorite vase is immensely

of that piece goes into it. Artists put their

different than grabbing someone with a nametag

ideas, personality, style, and often blood,

and telling them how much you love your

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/IN/OPPOSITION/TO/MANY/MASS /PRODUCED/GOODS,/HANDMADE /ITEMS/DONâ&#x20AC;&#x2122;T/TEND/TO/END /UP/IN/LANDFILLS/OR /INCINERATORS./ your new iron. Owning work to which you

scarf that your friend got you. Showing

can put a name or a face is an amazing

your support for artists by owning their

experience that creates a very personal

work goes a long way in helping to create

connection to an item. When something

a world where are does matter and there

can stop being stuff and start being art,

is a place for beauty and craftsmanship in

the value of it shifts.

every home. A world that is devoid of art

The arts have been a part of all societies for as long as man has existed, from cave paintings of centuries ago to a hand-knit

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and people that make a living with their passion is a sad one indeed.

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/A/HANDMADE/GIFT/REVEALS /THAT/YOU/PUT/SOME /THOUGHT/INTO/YOUR/GIFT /SELECTION;/FOR/THIS/REASON /ALONE/THE/GIFT/WILL/BE /MORE/APPRECIATED./ — Doran Roggio

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GETTING RID OF GIFTS. by Joshua Fields Millburn & Ryan Nicodemus

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Our culture is a gift-giving culture, one that places great emphasis on giving physical items to other people as a measurement of caring. It seems silly to even write that, but it’s the cold truth. We often give gifts to show we care. So, on your birthday and a handful of holidays,

MINIMALIST GIFT-GIVING We tend to not give gifts to people. Not physical gifts anyway. We would much rather give an experience to someone than another material item. We’d rather give a loved-one concert tickets than a necktie or an oven mitt. We don’t buy gifts; we give experiences, which

people show they care about you. But don’t

leads to stronger relationships and a more

they care about you those other 350+ days

meaningful life.

every year? Or do they feel different about you those days because they aren’t giving you a physical item (one that you probably don’t want anyway)?

MINIMALIST GIFT IDEAS Here are a few experiences we love to give as “gifts”: concert tickets, movie tickets, tickets

to a special event, a great home-cooked meal, a meal at a nice restaurant, walking somewhere without a plan, write something nice about someone publicly, a massage, our full attention, and our time. These are things we can do with other people, experiences that show we care. WHEN TO GIVE GIFTS The worst time to give a gift is on someone’s birthday or a holiday. There is an expectation to give gifts at these times, and it’s a hard expectation to live up to. The best time to give

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/WE/DON’T/BUY/GIFTS;/WE/GIVE /EXPERIENCES,/WHICH/LEADS/TO /STRONGER/RELATIONSHIPS/AND /A/MORE/MEANINGFUL/LIFE./

a gift is today, right now, for absolutely no

occasion, it shows that the people in your

getting concept is to be proactive. We set the

reason at all.

life are just as important to you today as they

expectation with our friends and family that

are on any holiday.

we don’t need any more stuff, and if they

The best real reason to give an experiential gift is to say, “I care about you” or “I love you” or “You are important to me” or “Thank you for being in my life.” Our actions need to be congruent with our feelings, and giving a gift today shows that every day is a special

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MINIMALIST GIFT-GETTING

want to give us gifts, they can get us experiences we will enjoy, they can celebrate

The two of us tend to not accept physical gifts

our lives with us by spending time with us,

from other people. Sometimes it’s hard to

not by giving us stuff.

get other people to understand this cultural shift. The best way to approach the no-gift-

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THE/DESIGN /SOLUTION /

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> Deliverables

> Workshops

> Identity and Goals

> Guest interview

> Staffs

> Campaign

> Stationery

> Membership card

> Target audiences

> Smartphone app

> Booklet & Products

> Website

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CHAPTER 3: THE DESIGN SOLUTION

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WEBSITE > TO PROVIDE COMMUNITY SPACE FOR SHARING IDEAS > TO EXPLAIN THE SUBJECT MATTERS > TO UPDATE RELATED NEWS > TO PROVIDE FREE MATERIAL DOWNLOADS > TO PROMOTE CAMPAIGNS

SMARTPHONE APP WORKSHOPS > TO ENCOURAGE KIDS AND

> TO INSPIRE PEOPLE TO RETHINK > TO CAUSE ATTENTION AND LEAD TO THE CHANGE > TO GET MORE SUPPORTERS

TO FIND LOCAL ACTIVITIES > TO PROVIDE SHOW / EVENT

PARENTS TO DO SOMETHING

SCHEDULES AND TIMELINES

CREATIVE TOGETHER

FOR ACTIVITIES NEARBY

> TO EMPHASIZE AND SUPPORT THE ART OF HANDMADE GIFT > TO HELP PROMOTE LOCAL ARTISTS AND CRAFTERS

CAMPAIGN > TO RAISE AWARENESS

> TO PROVIDE A SMART TOOL

MEMBERSHIP CARD PRODUCTS & BOOKLET > TO PROMOTE GIFT OF EXPERIENCE > TO BE A FINANCIAL SUPPORT

> TO GIVE BENEFITS TO MEMBERS SUCH AS, FREE WORKSHOPS, DISCOUNTS ONSOME LOCAL ART FAIRS, MUSIC FESTIVALS, AND RESTAURANTS.

FOR ORGANIZATION > TO INSPIRE READERS TO BE CREATIVE & SUSTAINABLE AND HELP PROMOTE LOCAL ARTISTS AND CRAFTERS

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THE OVERTURNED GIFT BOX REPRESENTS CONCEPTUAL IDEA OF ORGANIZATION WHICH IS TO OPPOSE THE MATERIAL ASPECTS OF THE HOLIDAYS.

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GOALS TO SHIFT GIFT ECONOMY TOWARD ECO-FRIENDLY HANDMADE MARKETPLACE. TO PROMOTE GIFT OF EXPERIENCE. TO RAISE AWARENESS OF HOW CONSUMERISM DESTROYS HOLIDAY SPIRIT.

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kids to learn new things every day.

spends most of her time teaching her

activities like hiking and biking. She

Kyle. Michele loves all kinds of outdoor

A mother of two sons, Nick and

GENERAL MANAGER

MICHELE CARRICK

paintings from her boyfriend, Alex.

selling her photographs and some

numbers. She has her online store

photography as much as calculating

A graduate student who loves taking

ACCOUNTANT

SARAH HECK

Spending the whole day in front of computer is typical for any programmers but not for Dave. He likes being healthy. His passion in tennis keeps him away

He believes that these two things are important as they can reflect and influence our daily life.

from desktop for several hours.

PROGRAMMER

Having a passion in art and design.

DAVID BROWN

GRAPHIC DESIGNER

THOMAS LIN

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SECONDARY

PRIMARY

PARENTS AND KIDS

ARTISTS AND DESIGNERS

GENERAL PUBLIC

TO MAKE A CHANGE, IT IS BETTER TO START

NOT EVERY PEOPLE SUPPORT OR KNOW

TO COMPLETE OUR THREE GOALS, WE NEED

FROM THE FUNDAMENTAL UNIT OF SOCIETY,

ABOUT LOCAL ARTISTS AND DESIGNERS.

TO REACH OUT TO THE PUBLIC AS MUCH AS

A FAMILY. WE BELIEVE THAT PARENTS

WE SEE THIS AS A GREAT OPPORTUNITY

POSSIBLE. WE WILL CREATE A CAMPAIGN

CAN GIVE THEIR CHILDREN SUPPORT AND

TO BRIDGE THESE CREATIVE FOLKS WITH

TO RAISE PUBLIC AWARENESS AND INSPIRE

GUIDEDANCE THAT BENEFITS THEIR KIDS’

GENERAL PUBLIC SO THEY CAN GET MORE

THEM TO RETHINK AND HOPEFULLY MAKE

LEARNING. THE YOUNG GENERATION WILL

SUPPORT AND CAN INSPIRE PUBLIC IN

SOME CHANGES.

GRADUALLY GET INSPIRED AND FINALLY

THE SAME TIME. OUR STRATEGY IS TO SET

LEAD TO THE CHANGE.

UP CREATIVE WORKSHOPS AND OPEN FOR PUBLIC, ESPECIALLY PARENTS AND KIDS TO COME AND SPEND TIME LEARNING ART TOGETHER.

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TARGET AUDIENCES WE PLAN TO APPROACH THREE DIFFERENT GROUPS OF PEOPLE. WE WILL START FROM THE PRIMARY GROUP WHICH INCLUDES PARENTS & KIDS AND ARTISTS & DESIGNERS THEN OUR SECONDARY GROUP WILL BE A GENERAL PUBLIC.

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BOOKLET A BOOKLET “NOT-FOUND-IN-STORES“ IS DESIGNED TO BE A GUIDELINE THAT GIVES SEVERAL GREEN GIFT IDEAS AND TIPS TO HELP REDUCE WASTES GENERATED DURING THE HOLIDAY SEASONS. ALSO, THE BOOK AIMS TO BE A SHOWCASE FOR MONTHLY SELECTED ARTISTS AND CRAFTERS. COVER IS PRINTED ON 100% RECYCLED PAPER AND INSIDE ON POST-CONSUMER WASTE PAPER. WE USE SOY-BASED INK IN OUR PRINTING PROCESS.

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/WE/WANT/PEOPLE/TO/RE-FOCUS /ON/THE/POTENTIAL/OF/HOLIDAY /AND/GIFT-GIVING/FOR/BUILDING /MEANINGFUL/CONNECTIONS/AND /DEEPENING/RELATIONSHIPS./

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SUCH-A-GOOD-TIME CARDS IN ORDER TO SUPPORT AND ENCOURAGE PEOPLE TO ENGAGE IN ACTIVITIES TOGETHER, WE CREATE THIS SET OF CARDS TO SUGGEST IDEAS WHICH YOU CAN DO WITH YOUR FAMILY AND FRIENDS ON THE HOLIDAYS. THESE IDEAS ARE EXCLUSIVELY SELECTED FROM EMAILS AND MESSAGES WE RECEIVED FROM OUR MEMBERS AND WHAT WE THINK OTHERS COULD BE BENEFIT.

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YOUR-DAY COUPONS WE BELIEVE IN THE VALUE OF SPEND TIME TOGETHER. THESE COUPONS CONTAIN SEVERAL TASKS THAT EVERYONE CAN ENJOY. IT IS A CREATIVE GIFT THAT WE HOPE CAN TIGHTEN RELATIONSHIPS AMONG FAMILY MEMBERS.

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CREATIVE WORKSHOPS WE OFFER VARIED WORKSHOPS IN HOPES THAT YOU FIND A PLACE TO PLAY, HAVE FUN, LEARN, BE INSPIRED AND TO CREATE. THIS WILL BE A GREAT OPPORTUNITY FOR KIDS AND PARENTS TO SPEND QUALITY TIME LEARNING HOW TO MAKE HANDMADE GIFTS. THE WORKSHOPS ARE TAUGHT BY LOCAL ARTISTS AND CRAFTERS WHO ARE EXPERT IN THEIR MEDIUM OF CHOICE. THE FULL WORKSHOP SCHEDULE IS AVAILABLE TO DOWNLOAD FROM OUR WEBSITE: WWW.FLIPTHATBOX.ORG.

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/IF/A/PARENT/CAN/RESIST /PLAYING/THE/ELF/TO/THE /SHOEMAKER,/THIS/IS/A/GREAT /OPPORTUNITY/TO/EMPHASIZE /PROCESS/OVER/PRODUCT./ — Diane Ehrensaft

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MEET WITH OUR GUEST, VIOLA SUTANTO. / / / / / / / / / / / / / / / / /

WHO ARE YOU? WHAT WOULD YOU LIKE TO

WHAT DID MAKE YOU TO BECOME AN

own business. I consider myself truly fortunate

BE CALLED?

OWNER OF CHEWING THE CUD?

to be doing what I do on a daily basis, and being

My name is Viola Sutanto Ting and I am a

After graduating from business school and a

designer based in the San Francisco Bay

short stint in the financial industry, I became

DO YOU THINK WHAT YOU ARE DOING CAN

Area. I run a design studio called Chewing the

more informed about the graphic design

MAKE DIFFERENCES OR CAN INSPIRE

Cud, and share a workspace with my husband

profession and decided to go for it.

OTHERS?

I have not looked back since. Upon graduating

I hope so. My products are concept-driven,

from design school, I worked at various design

and are created to solve problems. For

firms and learnt a lot.

instance, the reusable Give Wrapsâ&#x201E;˘ are

who runs a branding agency, Elephant. When I first started my studio, I was mostly working on branding and identity projects. Since then, the studio has evolved into a creative space that offers more services like event concepts

I come from a long line of entrepreneurs so it

and product development.

seemed natural that I would eventually own my

surrounded by inspiring folks.

printed by hand on organic cotton, with soy-based inks, hence making them very ecofriendly. Despite the higher costs,

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I chose to work with a family-owned factory

might be working during Thanksgiving,

as they are using their profits to help provide

but give ourselves a “holiday” the week after,

better health care for their workers.

depending on our respective schedules.

Every little step counts and I hope that

HOW DO YOU DEFINE HOLIDAYS?

Chewing the Cud’s role, however little, will make a difference. HOW AND WHERE DO YOU FIND HAPPINESS? I find joy everyday in my family, and my work. My husband and I are both avid athletes so a large part of our lives are spent outdoors running, playing hoops, or hiking. We love to travel, explore new restaurants and watch

Similar to my response above; we define our “days off” or “holidays” when we are self-employed. I would define them as days when we are together, and enjoying the simple moments in life, whether it be a breakfast together at the table, a walk in our neighborhood, a weekend drive or traveling home to be with our families.

films. I would be happy as a clam to spend

WHAT IS THE MOST IMPRESSIVE /

all day rummaging through bookstores and

THOUGHTFUL GIFT OR EXPERIENCE YOU

flea markets. Weekends are usually spent at

HAVE EVER HAD ON HOLIDAY SEASONS?

the farmers’ markets, cooking at home, and relishing life as a family.

There are quite a few, but one of them is a handwritten letter from my best friend that

WHAT DO YOU THINK OF HOLIDAYS AND ITS

he packaged beautifully in an old bottle with

EFFECT ON OUR LIVES NOWADAYS?

his illustrations on the outer box.

Both my husband and I are self-employed so

Another was a surprise trip to Hawaii

holidays are a rarity for us. As such, our

planned by my husband for my 30th birthday.

holidays are not necessary defined by what corporate America dictates. Meaning we

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/I/WOULD/DEFINE/HOLIDAYS/AS /DAYS/WHEN/WE/ARE/TOGETHER, /AND/ENJOYING/THE/SIMPLE /MOMENTS/IN/LIFE./ — Viola Sutanto Ting

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CAMPAIGN “I CHOOSE +” CAMPAIGN IS TRYING TO HELP PEOPLE ESCAPE FROM THE IDEA OF CONSUMERISM AND GUIDE THEM TO REFOCUS ON THE POTENTIAL OF HOLIDAYS IN BUILDING MEANINGFUL CONNECTIONS AND DEEPENING RELATIONSHIPS. THE WORD “I CHOOSE” AIMS TO COMMUNICATE THAT WE HAVE CHOICES TO MAKE OUR HOLIDAYS MEANINGFUL — SPENDING LESS MONEY WHILE INCREASING THE AMOUNT OF TIME WE SPEND TOGETHER.

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/PERHAPS/EVERYTHING/IS /NOT/HOW/IT/IS,/BUT/HOW /IT’S/REMEMBERED./ — Denis Norden

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MEMBERSHIP CARD OUR MEMBERS GET MANY BENEFITS FROM US SUCH AS, JOINING OUR CREATIVE WORKSHOPS FOR FREE, GETTING DISCOUNTS ON SOME LOCAL ART FAIRS, MUSIC FESTIVALS, AND RESTAURANTS. WE OFFER VARIOUS DESIGNED CARDS FROM OUR FRIENDLY LOCAL ARTISTS AND DESIGNERS.

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SMARTPHONE APP “HIPSPOT” IS AN APPLICATION FOR SMARTPHONES THAT HELPS YOU FIND LOCAL RECENT ACTIVITIES IN YOUR AREAS. YOU CAN EASILY USE OUR SEARCH TOOL OR JUST CLICK ON THE MAP SECTION TO NAVIGATE THROUGH YOUR DESIRED AREAS.

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WEBSITE THE ORGANIZATION WEBSITE IS DESIGNED TO BE A PLACE WHERE WE USE TO PROMOTE CAMPAIGNS, EXPLAIN THE SUBJECT MATTERS, UPDATED RELATED NEWS AND ARTICLES AND TO PROVIDE YOU A SPACE FOR BUILDING UP YOUR OWN COMMUNITY. YOU CAN ALSO DOWNLOAD FREE SMARTPHONE APPLICATION, HIPSPOT, AND PURCHASE OUR LASTEST PRODUCTS SUCH AS, NOT-FOUND-IN-STORES BOOKLET, YOUR-DAY COUPONS, AND SUCH-A-GOOD-TIME CARDS.

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REFERENCES ARTICLES: “Are Holidays Too Materialistic?”. Kidshealth. web. <http://kidshealth.org/teen/misc/holidays_materialistic.html> Gollery, Sharon. “Don’t Let Consumerism Overtake the Holidays.?”. The Linfield Review. 6 December 2011. web. <http://www.linfield.edu/linfield-review/2011/12/don%E2%80%99t-let -consumerism-overtake-the-holidays/> Hollier, Jamie. “Why Handmade Gifts Rock”. Rancho Del Arte. web. <http://www.ranchodelarte.com/articles/why-handmade-gifts-rock> Millburn, Joshua and Nicodemus, Ryan. “Getting Rid Off Gifts”. The Minimalists. web. <http://www.theminimalists.com/gifts/> DATA & STATISTIC: “Holiday Waste”. Green Upgrader 28 December 2010. web. <http://greenupgrader.com/13831/holiday-waste-infographic/> “Holiday Gift-Buying”. Wepay. 21 December 2012. web. <http://blog.wepay.com/wp-content/uploads/2010/12/giftonomics_large.jpg> “The 2011 Review: Holiday Shopping”. Shop at Home. web. <http://www.shopathome.com/press-releases/2011-holiday-shopping-trends.aspx> “Historical Holiday Spending”. National Retail Federation. web. <http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=1438> BOOKS: Harter, Jim.“Animals 1419 Copyright-Free Illustrations of Mammals, Birds, Fish, Insects, etc.” New York. Dove Publications. 1979. Print Grafton, Carol.“Pictorial Archive of Decorative and Illustrative Mortised Cuts”. New York. Dove Publications. 1983. Print Grafton, Carol.“Old-Time Vignettes in Full Color”. New York. Dove Publications. 1992. Print Grafton, Carol.“Trades and Occupations”. New York. Dove Publications. 1990. Print

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ACKNOWLEDGEMENT To my family: Thank you dad, mom and aunty, Wilaiwan for your financial support and your trust to let me choose my own path. Thank you Saksun for your emotional support and advice. To my instructors: Thank you Hunter Wimmer, Mary Scott, Phil Hamlett, Machael Kilgore, Arvi Raquel-Santos, Roland Young for pushing me hard and making me truly understand the meaning of getting out of my comfort zone. Thank you Junko Maegawa, for your help and advice on my thesis. Thank you Phillip Ting, for giving me an internship. I have learned a lot from you and Viola. Thank you to all ESL teachers, without you my life in school would not be this easy. To Friends: Thank you Meekit Supyen, Moko Wang, Yu Hu, Darshita Mistry, Erin Canoy, Alexander Miranda, Alice Hsu and Frannie Chu for sharing your design wisdom with me. Thank you to all my peers at AAU, I have learned a lot from you

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ÂŠ 2013 Thanyaluck Keawkingkeo All rights reserved. No part of this publication can be reproduced without express permission from Thanyaluck Keawkingkeo www.iamtanya.com hello@iamtanya.com School: Academy of Art University, School of Graphic Design Class: MFA Thesis Instructors: Phil Hamlett, Junko Maegawa Title: Flip That Box Dimensions: 8 x 10 Inches Text Stock: Mohawk Superfine White Eggshell 100 text (148 gsm) Typefaces: FF DIN, Gotham Rounded, Chronicle Display Illustration: Thanyaluck Keawkingkeo Photography: Thanyaluck Keawkingkeo, http://www.flickr.com, http://madebyjoel.com Software: Adobe InDesign, Adobe Illustrator, Adobe Photoshop Camera: Nikon D90 Printer and Bindery: Blurb www.blurb.com

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CHAPTER 1: THE RISE OF CONSUMER CULTURE

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