The world of advertising is very evolving and in some parts of the world much slower to consume. Therefore, ensuring that students are well equipped with the various forms of creative solution and strategies in advertising and design. As such, a table talk over kimchi and rice with my fellow colleague, Ally, led us to brainstorming a mini workshop on Creative Guerrilla Marketing.
As the workshop was aimed to introduce students to unconventional tactics and granting them with an opportunity to breakaway from the traditional forms, students were challenged to pitch campaign ideas that can be implemented and explored to combat the global malnutrition and food insecurity. Kickstarting the workshop, student were acquainted with the concept and its core principles of cost-effectiveness, creativity and the idea of creating a memorable experience for its consumers. To reinforce this, several case studies were shared with students to inspire and highlight the immense impact this marketing approach can have. Among the cases shared that created a good impact for society was the 2009 Volkswagen’s Piano Staircase. The campaign was a significant hit because of it interactivity and cleverness in converting the subway steps into black and white piano keys. These overlays were fitted with mechanics that would release sound when one steps upon the keys. As the aim was the “change people’s behaviors for the better” by encouraging walking as opposed to taking the escalator, the results was received and praised. Hence, successfully promoting exercise and health with a “designing for good” to inspire campaign.
The enthusiasm and creative energy was building and it was finally time to break students into smaller teams to generate ideas. Collaborating closely, they considered the demographics and how each campaign strategy can or may not be received by the current consumers. Nonetheless, the ideas that were pitched were nothing short of remarkable as each group presented a well-thought-out campaign pitch that had the potential to garner the targeted audience and inspire real call-to-action.
When the moment arrived for each team to present their pitches, the keenness was undeniable as some standout proposals included transforming public spaces into an interactive installation that would simulate the struggles of malnourished individuals through sound and multimedia visuals; and, using though-provoking illusion art in high traffic areas that reveals not just hidden but reflective messages about global malnutrition and food insecurity.
In a nutshell, the workshop left an indelible mark on the Diploma in Graphic Design students as it empowered them to think beyond the traditional forms of advertising and to seek to create waves of change with unconventional, low-costing methods. These aspiring designers have the potential to make a significant difference in the world by using their skills to raise awareness, incite change and ultimately design for good to ultimately bring positive change to the society and world.
