BRIEF



“You get paid to impact the world, not be impacted by it.” Mal Pancoast. As final year students you will have realised that Design for Advertising is not necessarily communicating to audience through obvious commercial channels reusing the same tired strategies. By demonstrating an ability to subvert standard practice, question traditional approaches but also design responsibly you will better placed to frame the future of the industry that you are about to enter. By applying what you have learned on the DFA course you are now able to make yourself heard, to stand out and to be remembered.

This brief requires you to ‘say something’. Communicate a message of your choice to an audience of your choosing. It could be commercial, political, personal, something that you are passionate about, something that makes you laugh, or cry. The Audience could be defined by a variety of means (not just age, gender etc) or your message could be aimed at just one individual.

Once you have decided on the message, how do you make the biggest impact, whilst spending the least amount of money?Design a COST EFFECTIVE campaign to communicate your message to the chosen audience by any means, and devise a way to record its impact and effectiveness.

10 things…

The Six Questions

These question above was given to us when it come to considering how might we carry our message to the people. This question also suggest how well the message perform or engaged the public, that is of course satisfying all the question above.

Partners

List and use object that relate to your topic/message

ABSTRACT/EVERYDAY/SHOCKING/AMUSING

Place

The most surprising place your topic/message could appear?

Think Audience/everyday/memorable/attention grabbing.

Sensory Task

Take you through the 5 senses

Connection

Make everyday objects connect with your message.

objects, places, landmarks, signs, people, sound, music, other?

Behavior

Could you connect your topic to everyday life?

Work/Home/Routine/Common accidents/Rush hour/Entertainment/Social

Bring you topic to life

How could you BUILD IT/MAKE IT create the topic for public consumption or interaction?

Stupid airport policy/Security/traveling experience. PERIOD

For the last 13 years, i have traveled back and forwards form UK to HK. because i am poor student living IN LONDON. i have to save every penny on ticket. and we all know, takeing in-direct flight is a cheaper option to direct flight which is good. But that mean i was therefore spent more time to experience Bad airport and different regulatio between different airport. And some regulations are waste of time and plain stupid for the people who bought out this rules. Here are something i have experienced is some airport with stupid rules. Anything that can go wrong, will go wrong – probably governs no other industry the way it does the airlines. And we’ve all been there, have dealt with delayed flights, missing information, lost tickets, bad weather, you name it. No matter how often you fly, eventually you will run into problems.

Getting to the airport

From the very start, your patience will be tested. For those with young children, there`s additional packing, extra passports to carry and restless minds to occupy. For everybody else, there is a slow crawl along overloaded roads, and – with regional airports losing routes as airlines seek to cut costs – we are being forced to travel greater distances.

Airport floor-plan

Where do you start? With a few notable exceptions they are overcrowded and poorly-designed. The gates are often too far from security and the seats. They are built with little thought other than how to best accommodate more shops.

The shops

For a start, there are far too many. Removing just one sprawling duty-free from your average airport terminal would create enough room for everyone in the airport to sit down.

And they’re expensive. Does £2.50 represent a fair charge for a bottle of water? Especially when you’re probably going to have it confiscated by security 20 minutes later, if that is the case, why bother having shop which sell bottled drinks? STUPID. A sandwich is likely to set you back £3.15

Ridiculous/Rip off exchange rates

Head for the high street: airport kiosks are farcically uneconomical. A Which? report published earlier this year revealed that holidaymakers will lose as much as 10 per cent of their holiday spending money if they utilise airport bureaux.

Carry-on baggage allowance

If all airlines adopted the same policy, things would be far less stressful. But rules on dimensions and weight vary considerably.

Most of the airline allow one main piece of cabin baggage (plus one smalller item) and the dimensions must not exceed 115cm (the total when width, length and depth are added together). But while this airline allows a maximum weight of 10kg, some even allows only 7kg. However, However most of this airline charges extra on the fare if you want to check-in a bag. I mean come on, we already pay hundreds and hundreds for my air-ticket. and now i have to pay extra money for extra weight which probably weight as light as a bottle water. Stupid

Even if your brand new trolley case meets these criteria, once you’ve stuffed it with a week’s worth of clothes (in a bid to avoid costly baggage charges) it may have expanded beyond the limit, leaving you with little option but to pay to check-in your bag anyway (at up to twice the normal cost).

Dreaded liquid ban

It was recently announced that the dreaded liquids ban is likely to remain in place for a further five years. Airports have even started to cash in on the policy: clear plastic bags are no longer dispensed free of charge at either Luton or Manchester airports in the UK, instead passengers must pay £1 to purchase them from a vending machine.

I have seen mothers being ask to dump all their baby care product, their liquid baby food simply because of the stupid Dreaded liquid ban. i mean are you going to provide food that baby can take on plane. I mean is the mother going to be terrorist attacking the plane with her son, with baby food?

Delays

The latest figures show that Australia’s airlines have shown some improvement this year compared with the same time in 2008. Bureau of Infrastructure, Transport and Regional Economics figures for September 2009 show airlines averaged 83.2 per cent for on time departures, and 82.1 per cent for on time arrivals, while 1.2 per cent of flights were cancelled. The equivalent figures for September 2008 were 79.6 per cent for departures, 77.6 per cent for arrivals and 1.6 per cent for cancellations.

Leg room

No matter how often you fly, it’s still a shock to see how little leg room economy class passengers are permitted. And in-flight comfort is unlikely to get any better: earlier this year Ryanair even proposed upright seating.

Turbulence

It’s hardly preventable, but even the most confident fliers are left with an anguished look on their faces when the aircraft suddenly lurches 50 feet towards oblivion. As for the nervous fliers among us…

Expensive food and drink

A survey last month by Nowfly revealed that Ryanair charges the most for in-flight snacks and drinks. A 187ml bottle of wine (a small glass) will set you back £5.35 (A$9.44), while a 330ml can of beer costs £4.05 (A$7.14). Other low-cost airlines fare little better: the cheapest cup of tea in the survey was offered by Bmi, at £1.80. In Australia, Jetstar charges $6.50 for wine and $6-$7 for beer. Tiger Airways charges $6 for beer and wine.

And don’t drink too much, Ryanair has also talked about a £1 charge for using the toilet.

Terrible food

On board your average no-frills flight, options are unlikely to extend beyond the obligatory ham and cheese or chicken salad sandwich. And what you get for around $8 is almost inevitably two slices of soggy bread, a sorry looking morsel of poultry and a token slice of unripened tomato. well may i am a little unfair to any other airline which does provide good quality but majority’s food on board is crap. PERIOD.

Constant salesmanship

Once you’re in the air all most passengers want to do is switch off or sleep. But the constant stream of announcements offering unnecessary services and goods renders this virtually impossible – from perfume and cuddly toys to car hire, train tickets and scratch cards.

Polluted cabin air

An investigation by London’s Telegraph into the quality of cabin air last year revealed worrying evidence of toxic fumes contaminating aircraft, a problem that may cause major health problems. The issue has been an open secret among pilots and cabin crew for years, and is caused by cabin air being drawn directly from the aircraft’s engines.

Earlier this year, further evidence was uncovered by a German television network. It claimed that 28 out of 31 swab samples secretly collected from on board passenger aircraft contained high levels of tricresyl phosphate, found commonly in jet oil. Some medical experts claim exposure to the toxin can lead to drowsiness, headaches, respiratory problems and neurological illnesses.

Other passengers

Smelly, scratching, sniffing, sneezing, snoring and portly fellow passengers. And crying babies.

Lost luggage

A perennial problem. Even when your airline has lost your luggage, don’t expect to be refunded in full: a report issued earlier this year by the Air Transport Users Council claimed that airlines frequently short change passengers when issuing compensation for misplaced bags.

Security check

more can i say?i think there is enough say about how waste of time is security checks. First, they should stop treating every single passengers as Potential terrorist. Secondly, if intelligence is so smart, then be smart to invent some sort of high-tech advanced machine which could easily spotted BOMB, only if BOMB is the only way to carry a terrorist attack. I mean a standard lighter would do the tricks  which is some easy to take a lighter on board without being spotted.

Then we have to take off our shoes, our socks, our belt, take our laptop to a separate tray. and waste time there. and then if the half a sleep people who operate the X-ray machine spotted something which they think is a potential risk, then will have to dig out all our stuff out from and bag in front of many strangers. That a lot of waste time and embarrassment.

Passport check again and again.

WASTE OF TIME. My passport are likely to be check 4 times in a avenged journey sometime more. i mean my passport are the last thing i want to loose by taking in and out. To get to the metal detector/X-ray area I have to show my boarding pass. Why do I have to show it again when I exit the metal detector? How many times have you left your boarding pass in your bag which, conveniently, is just out of reach on the X-ray belt?

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RESEARCH

First Heathrow travellers have ‘NAKED’ scans

Monday 1 February 2010 EVENING STANDARD

so, the long talked about Naked scan are now introduced in Heathrow airport today. So frustration experience at airport regard to check in/luggage weight limit/and many other time wasting airport regulation is not enough. Now officer operating the machine might be able to see you NAKED only because the Britain’s threat level was raised last week from “substantial” to “severe”. I mean airport put out pointless regulation to slowing travelers down going from point A to point B. Now not just CCTV literally watching us 24/7 is enough, the airport or should i say the government gain themselves the power to see us naked. BLOODY HELL.

How the airport scanners work

Full body scanners, which produce “naked” images of passengers, remove the need for “pat down” searches. However they have raised concerns about privacy, with campaigners saying they are tantamount to a “strip search”. The machines are currently being trialled at Manchester airport following tests at Heathrow airport from 2004 to 2008. They are also being rolled out across the US, with 40 machines used at 19 airports.

So i have decided to tackle the area of spread my message of rejecting the idea of implementing this body scan in airport security, as it will bring even more un-convenience to air traveler like myself and many others which mean traveler need to be at airport much earlier then before to have enough to go through all this security check and to spend more and more time at airport but all we what is to get to our destination as fast as problem. And all this body scan bought us is exactly opposite to what we wanted.

With my project, i would like to tackle the core problem of this body scan which put our privacy into serious danger. and my message will hope to be simple and direct to allow the general population to realize this body scan is wrong and should not be implementing at airport. But at the end of the day, to have a fully successful campaign and stop the government going ahead with the implementation is almost impossible from a UNI project. but i am hoping at the end of the project i could gather views and opinion from the publics and reflection how we as the people live in this society have say to the thing we a disagree.

Using ALUMINUM FOIL

Nude Protest: Airport Body Scanners in Germany

The underwear bombers Christmas Day attack has prompted calls for the increased use of full-body scanners at airports. So to protest, members of the Pirate Party in Germany organized a fleshmob of people who stripped down to their skivvies last Sunday and converged on the Berlin-Tegal airport. The protesters marked their bodies with a number of messages such as, Something to hide? and Be a good citizen — drop your pants. One woman has the word diaper scrawled on her lower back with an arrow pointing to her underwear and the word prosthetic printed on her leg. The word piercing and an arrow point to one of her breasts. The full-body scanners use high-frequency radio waves to produce an image of a passengers naked body beneath clothes. Anything a passenger is carrying against the body — weapons, drugs or explosives — would be exposed. The scanners would also reveal the presence of prosthetic devices and breast implants. As such, there have been privacy and legal concerns raised about the invasive equipment, particularly because its unclear if the scanners would be able to detect explosives hidden in body cavities and would therefore likely provide only minimal security.

Budget Air.nl campaign:T shirt

Using traveller/pay actors as a medium to carry out message. the advantage of this way of advertising is that message we not just stayer at one place (fixed poster) but instead people wearing the t-shirt we allow to walk around targeted area and hitting anywhere within that area. so is like a moving poster. The strategy to this medium is that T-shirt must be eye catching to attract people to view the message on the t-shirt and also, the message is needed to be direct and quick to understand.

interesting T-shirt print i found at http://store.glennz.com/callsurgeon.html. Share similar subject to mine. so may be for the campaign, get travellers/pay actors/myself wearing T-shirt with message on at airport. and attract people with concern and would like to participate this campaign to join and spread around so more people will wear the T-shirt as part of the campaign.

INSPIRATION LEADS TO AN IDEA…

Advertisments with X-RAY

Mr Clean:X ray

Advertising Agency: Grey, Argentina
Executive Creative Director:: Pablo Gil, Sebastian Garin
Creative Director:: Diego Rubio, Coco Olivera
Copywriter: Coco Olivera
Art Director: Diego Rubio
Photographer: Martín Köhler
Retouchers: Estudio Capas

Love the way of playing around with the special characteristic of X ray. Using X ray to spot check the cleanness of the floor. So may be for my campaign, i should play and experiment more with X RAY.

Can we trust the officials?

Hiding the operator from view is a two edged sword – it may reduce the number of complaints about abusive or lewd comments made by the operators to the passengers, or between security staff, but it will also make it impossible to tell if you aae being snooped on by a man or a woman, something which will embarrass or offend many, many people, not just various religious sects.

Putting an operator in an private room to view the screen, means that they can use their mobile phone cameras to snap “unclothed” images of celebrities etc. – or will there be a CCTV camera watching the “see through your children’s clothes” scanner operator as well ?

Naked body scanner images of film star printed, circulated by airport staff

Claims on behalf of authorities that naked body scanner images are immediately destroyed after passengers pass through new x-ray backscatter devices have been proven fraudulent after it was revealed that naked images of Indian film star Shahrukh Khan were printed out and circulated by airport staff at Heathrow in London.

UK Transport Secretary lord Adonis said last week that the images produced by the scanners were deleted “immediately” and airport staff carrying out the procedure are fully trained and supervised.

Authorities’ claim that virtual strip search pictures immediately destroyed proven fraudulent – use of devices needs to be halted now

It is completely false to claim that the images “cannot be stored or captured in any way”.

• The Daily Mail article is actually illustrated with digital camera SCREEN GRABS from the display monitor
• The system uses a computer, therefore images are processed and stored. Who has maintenance access to these systems?How, if at all, are the temporary image processing results actually securely erased?
• Putting an operator in an private room to view the screen, means that they can use their mobile phone cameras to snap “unclothed” images of celebrities etc. Or will there be a CCTV camera watching the “see through your children’s clothes scanner operator as well?
• If the machine detects “something”, then the correct procedure would be for a security guard to pat down and physically check both the left and right sides, anything less would be useless and unprofessional. Detailed, temporary image information does nothing to save any “security processing” time, or reduce the build up of terrorist target queues and crowds waiting to pass through at security checkpoints.
• The Daily Mail article mentions some of the recent hype, about a scenario which we pointed out when the very first “see through your clothes”scanners were tested. This involves hype and fear, that a suicide terrorist or assassin, might hide a bomb inside themselves, just like drugs smugglers do. The human body will cushion the effect of a small amount of explosives e.g soldiers who smother a hand grenade explosion to shield their comrades.

I dont know rather this is suppose to be a joke or not.  Though this waspure satire and show a possible way of abusing the systems

Muslim woman refused body scan at airport

march 3, 2010 source by TIMES ONLINE

A Muslim woman was barred from boarding a flight after she refused to undergo a full body scan for religious reasons.

The passengers was passing through security at manchester security at Manchester airport when she was selected at random for a full body scanner. She was warned that she would be stopped from boarding the plane but she decide to forfeit her ticket to Pakistan rather than submit to the scan. Her female traveling companion also declined to stop into the scanner, citing “medical reasons” for her refusal.

The two women are thought to be the first passengers to refuse to submit to scanning by the machines, which have provoked controversy among human rights groups.

Civil liberties campaigners have said the scans represent an invasion of privacy and their introduction may yet be challenged by the Human Rights Commission.

Sources at Manchester Airport have said the two women were due to board a flight two weeks ago when they were turned back at security.

At Manchester, a spokeswoman said:” two female passengers who were booked to fly out of Terminal two refused to be scanned for medical and religious reasons. “in accordance with the government directive on scanners, they were not permitted to fly. Body scanning is a big change for customers who are selected under the new rules and we are aware that privacy concerns are on our customers minds, which is why we have put strict procedures to reassure them that their privacy will be protected.

I believe that this is a necessary evil bot not to all person. This should only be used on suspicious persons. This machine gives off radiation and it is not to be used on person that have worked in nuclear power plants or similar work. This machine is not to be used on everyone. That Muslim woman is rite not to be looked at.

Airport Body scan worker ‘Ogled Colleague’

March,24, 2010, source sky news online

Heathrow is investigating claims of inappropriate behaviors after an airport allegedly ogied a female colleague who walked through a body scanner.

Police have confirmed 1 25 years old man was given a first instance harassment warning after an incident was reported on march 10. The Sun reported Jo margetson had accused a male colleague of making lewd comments about her breasts when she entered the security machine by mistake. The full-body scanners take “naked” images, revealing everything under someone’ clothes – including a clear outline of genitals.

A report by the home affairs committee said the scanners were no mona an invasion of privacy than manual part downs or searches of bags.

The Government has told us very little about what systems are currently in place to ensure that those employed to use the scanners are acting lawfully, with fairness and without discriminating against people because of their race religion, gender, ago, sexual orientation or disability.

There was also a warning that airport security is still not good enough -even with the body scanners.

The MPs’ report said the equipment has only been installed in about half of terminals

It also insisted all the money spent in the UK was pointless if other countries are not encouraged to clamp down on terrorism.

Ministers must come up with less prdictable security techniques -  passengers and terrorists should not know what measures they will face when they arrive for flights,

The invasion of the Body scanners

Poster produced by Jonathan Elinoff from http://www.newworldorderreport.com

well, the poster said it all. The main problem of this scanner puts our PRIVACY in jeopardy.

IDEA

Studio workshop DFA 02/05/10

Today, we had our first studio workshop since our dissertation hand-in. and we had 4 day since the hand in to recover with our brain cell after all this time typing/reading books. but as we turn up to the workshop today, our tutor thought that we are low in battery working on our project, and some of us are at the tipping of our pressure point, that it seem we including seem to pull our hands and leg getting back to the actual project. so our tutor set up a mega brain storming to get our brain working and most importantly, get us feeling fresh again with our projects. How the work shop work is that, each one of us paste a piece of paper with our main topic/focus and couple of blank paper around it. then we go around and read through everyone’s topic and we was choosing that one and treating it as our project by inputting new idea/fresh concept as if that was our project. so the result is not just people help you to a alternative idea approaching your own brief as well as help other to do so at the same time. in a result, after couple of hours, hundreds of alternative idea and concept are gathered, and simulating us to thinking again and focusing back to our project. THIS IS THE BEST WORKSHOP EVER:)

Then in the afternoon, we sort of gather all the idea generated during the mega brain storming session, and taking out the essential element and kind of leading toward the final idea of the campaign. since the idea gathered before input alot in inspiring the final idea.

IDEAs from the helpful workshop exerise

Problems so far/Online Petition?

My direction initially was to have some sort of campaign in airport and sort of getting people to do something quite firm. but after few ideas. and sudden through hitted me because is almost impossible to get people to do anything loud/aggressive in airport or even putting their fight in danger because official in airport can easily say ‘ you are not flying’. so been looking for alternative method to allow my message/campaign to make the biggest noice in a minium budgets.

So why not creating a online petition?wouldnt been the cheapest way to campaign and getting the most of people by allowing them to comment and feed back with the opinion on the issue. this format makes it easy for people to make petition anytime. Petition leads to believe that without a place to voice your opinion, we are in no way free and petition offer a way to express ourselves  in any manner. And without opinion, there is no way we can get anybody to listen to us. because one voice doesn’t mean anything compare to large amount opinion and thoughts.

How to Promote an Online Petition?/Example of successful Online petition

Many people who use online petition sites find that they don’t attract enough signatures to their campaign. What are the reasons behind this, and how do you make sure that you attract as much interest as possible?

First,  you need a well-written request, but then it is up to you as to how you promote it. The mistake most people make is thinking that by just creating the petition it will attract interest. Many petition site holds a very large number of petitions, so you risk disappearing into the crowd. To be successful, you will have to put in some work, but by choosing the correct hosting provider, your job can be a lot easier.

This article will present some important features that will be key in creating a successful online campaign with a global reach. Promoting your petition can, and should ideally, be done both online and “offline.” Through your hosting site, you are able to utilize emails, links, and share. You can also try to advertise your campaign on various search engines. Your offline effort is equally important. By telling people you know about your campaign, you will be able to spread the word.

Number of successful online petition judge by the amount of people took part to the petition

http://www.gopetition.co.uk/petitions/change-the-london-2012-logo.html

A online petition for the remove of new London Olympic. SUCCESSFUL because almost 50,00 signatures speaks volumes.

http://www.secularism.org.uk/petition-the-pm.html

A petition calling on the Prime Minister to ask the Catholic Church to pay for the proposed visit of the Pope to the UK and relieve the taxpayer of the estimated £20 million cost. This one inspired to setting up my own petition is because at the end of their petition, there are immediately action follows which view and signature will be presented directly to the people who are targeted at first.

http://www.freetibetanheroes.org/home.php/profiles/tenzin-delek-rinpoche/petition

A petition calling for the release of Tenzin Delek Rinpoche a highly revered Tibetan Buddhist lama and community leader is serving a life sentence for allegedly “conspiring to cause explosions”. This petition caught my attention not because of its subject but having finger print instead of signature, which make it more personal and impact feel. And each of the participant name are displays to a bigger impact and convincing.

http://www.facebook.com/group.php?gid=239458517874#

http://www.watfordobserver.co.uk/news/5028184.Watford_man_s_campaign_to_ban_airport_body_scanners/(by Michael Pickard) the original person who started the campaign

Example of online petition using popular social network to attract wider audience. In a result 10,000 people joined the group.

X-ray film as a medium

if seeing thought your body and the technology of x ray can achieve that, why not use x ray film as a medium of carrying across the message. The most concerning part in this issue is that, our privacy is in danger to be invaded and in other word our most private part of our body are to be seen my strangers. Then what if man and women private part are to be printed on be printed on ‘x ray’ film and display in public. that would match the message i wanted to say?

Things to avoid.

Some of the sample of existed advertisement with X Ray images/effect. and i am noticed something regard to this advertisement. most of this sample and many other advertisement using X ray as a medium rely too much with the photoshop effect as to makes the attention/or to carry the message. and i am kinda guess that most of the advertisement are intend to be flat printed directly in poster for me, and is kinda boring as people tend to forgets the characteristic of Xray, which is to use light to reveal information on the Xray instead of relying with photoshop/printing or just simply using it only AS EFFECT.  so for my campaign i will most definitely avoiding this and should play around cleverly the basic way to revealing information on Xray.

Not for you to see

Direction:

Main Copy: Not for you to see – try to have a direct/faster effect on the issue.

• X ray film

• Indication of Airport properties/so is like taking a piss of us invading privacy of airports

• using light to reveal message on the film/XRAY

• Public display or lighted billboards in tube/bus station.

• Image of men and women private part meaning our vary private part/privacy are invaded

How to deliver the message?

So i thought the main medium of carrying the message is gonna be using X RAY FILM, so now, need to think of where and how to deliver the message is what i need to consider now. There is various direction to go about carrying the x ray film/the message. the main concept of it is to allow people to pick up the film and place it during the their time in the airport, or when they going through  security checks.

X-RAY(Direction)

The looks and direction i am heading to with my campaign, using X RAY image/film to carry the message. Here are some of the X ray images find on the internet

This images i found which inspired to the direction of the campaign. it is common sense that in order to reveal information for a x ray film, we have to either place it on top of of lightbox like doctor does or we place it on glass where it allow sun(light) to shine through. the IDEA of we automatically place over our head and face the x ray to the sun in order to reveal information. THIS IS A NICE WAY TO interact with people….

Work in process(images on X RAY)

Photoshop’ed the second images, and for the second image’ women lower part’ i actually purchased the images from photo library. Since i wanted to have one image of women and one image of men. and is kinda hard to find X way image  clearly shown ‘women private part’ on the internet. and with the second images, i just use one for the random x ray image and photoshop’ed ‘the balls’ in with similar colour and tone. Other option was to use penis as for the men private part, but that will be just to obvious and 18 rated. The point of this image is to demonstrate the idea of MEN and WOMEN privacy are being invaded. and the most concerning thing with the body scan is that, our ‘most private bit of our body are to be seen by everybody and some total strangers. so that why MEN and WOMEN genitals are to be highlighted in this campaign.

Experiment with light box

Experimenting light. Placing paper on top of strong light, and the light reflects the image on the paper. and that how doctor see with actual x ray film. tho in airport, all the image generating form scan is seen on computer screen but it is understandable that X ray is see through on top of light box. which is prefect medium to use. after experimenting with paper, paper doesn’t really feel like actual x ray film. so some how i need to find a materiel that matches films use in X ray.

McDonald’s Uses the Mirror Trick

Mirror trick to lure customers in 24 hours per day. Check out the celver  outdoor ad snapped at Sydney, Australia bus stop. The ad itself contains only one-half of the informous McDonald’s logo arches and the words, “open all night” printed backwards. The reflection in the mirror forms the complete golden arches and makes the copy readable.

lt’s a clever use of the surroundings of an outdoor ad placement to make an ad stand out and catch people’s attention. I am curious to know what this ad look like during the day, and i wonder if the effect is as strong. but on the other hand, i suppose this type of ad will make the strongest impact with specific target period (at night) and also matches the message this ad trying to advertise. and this ad make cleverly make the most out of the existing medium(mirror) and night light which make this ad successful in my opinion.

Light-box to electronic billboard

Private part on acetate

Image of lower part of women body are printed on acetate.  the reason of using acetate is because is the closest material to actual x ray film. Also reason using this image is because the most concerning issue for this x ray scan is that our private part can be seen by peoples we don’t and we are not allow to say NO. and this is the area that i wanted to focused on.on the left hand side of the image, which has ‘property of Heathrow airport’ indicate that this film is own my airport. and i am intend to have this display publicly and demonstrating the idea that our privacy can be invaded by anybody specially the airport staff.

Feedbacks 18/02/10

Initial proposal was to placing this x-ray images on the floor next to lighted billboard all around tube and bus station. and demonstrating the idea that our privacy and body are easily being see by everybody. Generally the feedback is fair, because most of the people understand the message, but in terms of delivering the message/ medium need to be improve.

Feedback from people stated that ‘why is it on the floor?people will think is just a left over or rubbish left on the floor and it should be fix and suggested alternative bus window etc…

Main copy “not for you to see’ are commented as too direct and blunt, and suggested to play around with the copy more cleverly

‘the image is too dark’

‘should record as a documentation of the process of the campaign’

‘you cant recognize a person through an X Ray so what is the difference does it make to the goverment’

all of this need to take in consideration to improve my strategy of delivering the message.

ONLINE PETITION

Online Petition are set for this campaign.

http://www.thepetitionsite.com/1/keep-my-part-private

Since it is almost impossible to get people to campaign out in the airport, i am sure no one will risk their flight in danger nor any one to fight against the offical and saying NO for a scan because the official holds a clear and firm rule state that the scan is compulsory  if not people we CANNOT fly at all.

Therefore, in order for this campaign to make the biggest noise is to get people to sign up online petition as part of the KEEP MY PART PRIVATE campaign, and allow them to express their opinion and comment on this scan.

(number of petition sign are to be record)

29-04-10

The petition page had been up for 2 weeks, but the number of signature had been go up very slowly. only 24 people sign up to this petition. From the petition, i had received few comment from people who shared similar understanding and acknowledged the campaign message. Although my number of signature goal was set to 1,000 people will signed the petition, and it turned out that only 24 people signed up at the end, but i wouldn’t call this a fail campaign. because this showed the concept of using new way of using a low budget medium to try to spread the message. and i think that i have answer the brief accordingly. But i think if u could mass produced the x-ray poster and have it all around London, i think the number of signature will increase dramatically.

Lighted Billboard(testing)

Testing X ray film on lighted billboard. after printing out the image on acetate do get it as close as actual X ray film. Although the picture above doesn’t do the effect injustice since, from testing it on site. IT work very well as a visual and the image stand out a lot. but one thing need to to change as the light does ‘light’ through the ‘message very well’ therefore the font size, i need to make it more transparency and in bigger size. and may be for the real thing, the whole size of the image may need to be in bigger size overall to allow details on the acetate stand out more.

Final X-Ray poster

X-Ray poster on lighted billboard

Final petition count

til 12-05-10(the petition page had been closed) 124 signature had been received at the end. So have make enough impact with minimum budget. I think certainly did made some noise and gathered comments/view from people who had huge concern with the body scanners. But did i made a huge impact/difference to the current situation?it depends a matter of opinion:)