Brief Explanation

The Filipino youth needs to get to know design in a new light. A change of mindset was called for. The sense of detachment between them and the arts needed to be replaced by a sense of affinity. Design needs to be accessible and significant enough to warrant their participation. They consume design everyday. They just need to realize it.

The Brief

Manila Design Week is an annual event by Team Manila. It is meant to foster and impart the value of graphic design to the Filipino youth. However, this market feels alienated from art, something profound, superfluous and reserved for artists alone. The objective of the campaign is to reach out to these young minds and help them realize that design is an everyday event in their lives. By reintroducing design as something they consume everyday, from their choice of fashion to the street graffiti all around them, the youth learns to appreciate art and recognize its personal relevance.

How the final design was conceived

The communication is a simple truth – you consume design everyday. Delivering this message, the material made design readily, and literally, consumable. This is the idea behind the edible mural. But instead of paint and sketches, 13,500 lollipops composed the 10 x 6 feet image of a woman inviting every passerby to ‘Suck Design’. The material itself required participation. After visually appreciating the installation, those in the event pulled out a lollipop and really did consume design.

Indication of how successful the outcome was in the market

All of 13,500 lollipops were gone in less than 15 minutes. Just hours after the launch, blog after blog posted photos and personal accounts of how they consumed design first hand. Over 1,200 were in attendance and they all saw, grasped, and experienced the significance of graphic design. Even after the installation was eaten up, the campaign continues to bridge the gap between the Filipino youth and design.