Art Direction
Illustrator
Visual Design
Edelman | 2021| Singapore
WOG Pitch
During COVID19 period of time, while the rest of us have adopted the SMMs faithfully, there are still lots of people ignoring the SMMs. Like pull down their masks when they think no one is watching, gathering with number of people which already break the SMMs... While they think they've won by gaming the system, what they have really achieved is putting all of us at risk with their selfish behavious.
It's time to shine a spotlight on these ne'er-do-wells and misfits. It's time to call them out for endangering the rest of us. We know them. We've seen them in our midst. We named every "flout SMMs" behaviours and names their groups as COVIDiots.
Characters
Turning each breaking rule behaviours into a "weird" character with an irony name. Different from other normal and generic infographic posters, we try to attract people's attention to these "cute" characters and let people remember them.
Activation
DA short 60-second animated video will be released National Day for increased reach and impact to launch the campaign and introduce the public to the COVIDiots.Written as a parody of the classic National Day song, 'Stand Up for Singapore', this video will showcase each of our COVIDiots and rally our target audience to call out the COVIDiots in their midst.This video will be released across social channels such YouTube and Facebook but will also be broadcasted on live television and played in movie theatres.
Lyrics
Stand up to COVIDiots,
let’s do the best we can
You've seen them making plans
To break the rules if they can
Recognise you can play your part
Let it come right from your heart
Show them safety's not a chore
Stand up, stand up to COVIDiots
Stand up to COVIDiots, do it with a smile
Remind them to put on their masks
It's not such a difficult task
Stay apart, germs aren't what
you want to share
So be safe if you really care
Together we can do a whole lot more
Stand up, stand up to COVIDiots
Singapore our home and nation
Together with hygiene and preparation
We know who we're doing it for
Stand up, stand up to COVIDiots
(x3)
Posters in
different languages
Consider Singapore is a multi-racial country, posters are translated into Mandarin, Malay and Tamil.
Posters will put on different public locations like gym, hawker center, bus stop, HDB lifts etc.
Project done by:
Design Lead: Khoi Phan
Copy Lead: Cameron Ng
Art Director: Sunny Meng, Ronlard Lim