Never Be A Regular
Deans Capstone Project
Year: Sep 2020 - May 2021
Imaginary Client: City’super
Achievement
Shortlisted at the Global Design Annual Show 2021
(In collaboration with Gucci)
Team Member:
Ray Leung, Advertising Design (Team Captain)
Kevin Chan, Social Design
Tung Chan, Social Design
Tutors:
Stefan Sonntag
Siu King Chung
Ken Li
Food Waste is a serious global environmental issue. Thousands of "Ugly Produce" was wasted because of their unique appearance.
In recent years, the issue has been raised in western countries, but not in Asia.
From the research, "Ugly Food" can be seen by audiences daily in Hong Kong. However, not much understanding and awareness have been built yet.
At that time, opportunity comes in. Teaming up with students from Advertising Design and Social Design (named Dean's Capstone) generates a comprehensive picture of the issue.
To introduce "Ugly Produce," there are three stages: an awareness campaign, call-for-action, and retention & follow-up. Through research, advertising campaigns, and graphic and exhibition design, audiences are not doubted to understand more of the issue and build up a new lifestyle. It is time to change!
Never Be A Regular!
Awareness Campaign
Video
Point of Purchase
Exhibition
Branding Content @ Instagram
