Title | CALLIGRAPHY PORTRAITS |
Brand | LASALLE COLLEGE OF THE ARTS, SINGAPORE |
Product / Service | LASALLE ARTS EDUCATION |
Category | B03. Illustration |
Entrant | GREY GROUP Singapore, SINGAPORE |
Entrant Company | GREY GROUP Singapore, SINGAPORE |
Advertising Agency | GREY GROUP Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Till Hohmann | Grey Group Asia Pacific | Executive Creative Director |
Ali Shabaz | Grey Group Singapore | Chief Creative Office |
Antonio Bonifacio | Grey Group Singapore | Creative Director |
Sunny Deo | Grey Group Singapore | Associate Creative Director Copy |
Nasheet Shadani | Grey Group Singapore | Associate Creative Director Art/Art Director |
Juhi Manwani | Grey Group Singapore | Account Director |
Barbara Gan | LASALLE College Of The Arts | Vice President Of Strategic Developments |
Alvan Loo | LASALLE College Of The Arts | Director/Division Of Communications/Advancement |
Khoo Suet Ling | Grey Group Singapore | Senior Account Manager |
Wong Cheng Wah | Grey Group Singapore | Production Manager |
Luis Fabra | Grey Group Singapore | Graphic Designer |
Alice Suryadi | Grey Group Singapore | Account Executive |
The campaign needed to be design driven because the look, feel, and core elements should be able to work across a multitude of materials. Not just advertising materials, also more subtle communication usage such as exhibition posters, merchandizing materials or postcards needed to be kept in mind. The visual content of the campaign should focus on the idea of uncovering your own hidden talents and passions for the arts - getting the audience to reflect on their own ambitions and goals.
In conjunction with the anniversary of the founding of the LASALLE School of the Arts Singapore a design driven campaign is needed to push awareness and drive up admissions.
We found interesting personal quotes from artists/innovators. These quotes reflect on alternative creative paths they could have chosen or on the impact crafts training has had on their thinking and work. Perfect content. Using stylistically different calligraphic treatments, we created the portraits of three artists/innovators using their respective quote. The illustrative visuals work on their own across many different materials. In the poster and print campaign they work with added headline: questions to the audience about their ambitions. All images were handcrafted to perfection and then digitized for multipurpose use.
Attention for the anniversary in Singapore was extremely high. Overall there is a sense of LASALLE being the most established and avant-garde private arts school in town - not last because of this thoughtful and deep campaign. It has been used for: exhibition posters, collateral material (books, pencils, bags, T-shirts) and as brand campaign in print and poster. This integrated approach of a highly artistic visual execution has increased visibility of the Lasalle brand in an equally distinctive and relevant way.