Results and Effectiveness

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.

Creative Execution

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. The choice of medium itself is in celebration of design, but instead of paint and sketches, the mural was made of lollipops. 13,500 lollipops composed the 10 x 6 feet installation. It was a fun and engaging activity for every passerby. Not only did they appreciate it visually, they actually ate it. “Suck Design” read the mural, and everyone who saw it, really did.

Insights, Strategy and the Idea

Manila Design Week is an annual event mounted by Team Manila to foster and impart the value of graphic design to the Filipino youth. ‘Design’ however is an alienating subject for the public. It is perceived as profound, superfluous and reserved for artists and artists alone. There is a sense of detachment between the youth and the arts. And this needed to be undone. The campaign presented design in a new, more casual, light. It reintroduced design to the youth as something they consume everyday. Design after all, is an everyday event in their lives – from their choice of fashion to the street graffiti they walk by day after day. They just needed to realize how accessible design is to recognize its relevance.