Studio Brief 02 - Collaborative Practice Brief | Fur for Animals Brief | What Effectively Prompts Behaviour Change?

We started from researching on what effectively prompts behaviour change.

Shocking/ Scary 

Defined traditionally as advertising that "deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals."  Shock advertising generally uses disturbing and graphic imagery, slogans that disturb in order to draw immediate attention to the issue at hand.

Shock advertising is primarily used by causes or issues for which public opinion needs to be canvassed. It can be used effectively to cut clutter, create buzz and get a social service message across. In fact public service campaigns and social issues use shock advertising to most effectiveness. Causes like Child Abuse, Domestic Violence, Lung Cancer, AIDS, Animal Rights (PETA) have used shock advertising very effectively in the international context.

As the 'Animals for fur' campaign uses quite scary and brutal designs for their posters as a group we thought to go further with this idea and create scary looking posters etc. We asked teachers for some feedback and their opinions about the fur trade. One of the teachers gave us very good example of the shocking advertisement used for the designs for cigarettes packaging. The design used to be colourful and friendly, now they are changing it, they’ll be a drab brown colour, with a matte finish. Also designs would contain images of cigarette's damage effects like scary photographs of damaged lungs/throat etc. But does it really have an impact on public? Does it changed anything? Well people are still smoking and even the scary/ disgusting photographs didn't help it. 

We have also come up with couple of slogans for shocking approach: 

- Spilling blood for cloths... 

- Kill for looks? 

- Why take a life for fashion? 

- Is it worth for a piece of cloth? 

- Easy to buy, but would you kill yourself in the name of fashion? 

- Faux not fur

Friendly - research by Bobonut 

There are different tone of voice and approaches on different animal issues. For the friendly approach, it is more gentle and work as a advice to avoid scaring or shocking the audience. Since the consideration of audience experience is important and the posters appears in the public and there will be wide ranget age group of audience, a friendly approach is most adaptable on varies of context. There is always a clear and direct message in a friendly approach that will be easy to understand for public. However, a friendly approach sometimes might not be convincing or having enough depth to change the audience mind. A friendly approach can be more attractive and inspirational since it might contain some amusing and funny elements.

We have also come up with couple of slogans: 

- Which one do you think is the cutest? 

- There is other way of being cute 

- Don't use other to become cute 

- What happened to furry friends?  or is it all about furry friends? 

Emotional - research by Bobonut

The emotional approach is very influential and powerful. It basically arouse emotions from the audience including compassion, guilty, sad......The power of this approach is that it can make the most change of the audience and be convincing. It basically arouse the audience resonation and make them reconsider about the issue or problem and change the audience thoughts about the topic and to make change of themselves. This brings the most advantage to the issue since most of the issues that appears on posters cannot improve or alleviate by singles. Most of the emotional posters works with really strong and spectacular or impressive image that helps to draw attention from the public and to inspire public and society to get attention to the message on the poster, or it is with a really influential slogan that creates a strong and influential voice. This kind of approach will create a huge impact and be successful. It can shock or convince the audience and make them understand the urgent of the issue without a drop of blood or a shade of red.

We have also come up with couple of slogans: 

- I am more adorable alive
- I have feelings too
- I could make you more happy being your best friend
- I am more comfortable when you hold me
- When you are sad I can make you happy by giving you cuddles then being an cold fur
- Isn't it more hearth warming having me next to you then on you?
- Why use my skin when yours is already beautiful enough?
- How would you feel being on the other side?
- Everyone has got its own purpose, mine isn't to being on your back

Studio Brief 02 - Collaborative Practice Brief | Fur for Animals Brief | Initial Thoughts & Discussion

My Group including me, Bobonut and Aneta have discussed the Animals for fur brief and read it in detail. We have started from creating a mind map, gathering all the ideas in one place.

The Challenge

Create a piece (or pieces) of online content (video or image), at the heart of a shareable, social anti-fur campaign for the 21st Century, under the heading Fur for Animals. Drive awareness of and followers for Fur for Animals, and spark conversations about the cause. How can you convince people that this is still an issue, that there’s no such thing as ethical fur? And once you’ve got them engaged, what can they do to make a difference?

Who is it for?

Those who have bought or are considering buying garments made with real fur. Your job is to persuade them to change their minds, so think about their motivations. The wider public who don’t wear fur. ‘Dumb Animals’ worked because it activated the disapproval of this wider audience to undermine the reason why a consumer would spend money on fur.

Audience: shocking/educate/shaming. 

Tone of voice - friendly/scary/threaten. 

Target audience - adults, rich people, those who bought or are considering buying garments made with real fur.

Research- the issue, organisation, judge, what effectively prompts behaviour change. 

Approach: animation/illustration/photography. 

Online approach: Facebook page, banners, posters, adverts, an interactive video. 

Title/Slogans

Before starting taking a first photo shoot we looked at the 'Fur for animals' campaign to get a bit of feel what they would like to see and what kind of posters they have done in the past. Their posters seems very scary and brutal, making those people who are wearing or buying fur seem like they are responsible for killing innocent animals and making them seem as they have animal's blood on their hands. Probably to make the public hate these kind of people. 

Studio Brief 02 - Collaborative Practice Brief | Fur for Animals Brief | Survey

We have started from creating a survey using SurveyMonkey regarding public opinions on fur trade. https://www.surveymonkey.co.uk/r/BQHTHW5 In total we have received 9 responses.

Have you ever bought an item of clothing which was real fur?

Yes - 1 

No - 8

Anything in particular:
- gloves

Would you ever wear animal fur to fit in with the 'fashion'?

Yes - 1 

No - 8

Do you think it is acceptable for people to be wearing real animal fur?

Yes - 3

No - 5

Other comments:
- It depends on the persons views

Would you buy fur if it was retailed at a low price?

Yes - 3

Maybe - 1

No - 5

What are your views on people who wear animal fur?

- They're just people with bad decisions

- Unnecessary

- Without any equal feelings and probably rich

- They don't mind them

- Rich

- Ignorant

- I think it's all round wrong but I don't think people who wear it are bad I don't think they fully understand that they are promoting the killing and skinning of animals

- Depends what kind of fur and their attitude towards it

- Disgusting

Given the choice, would you ban all fur clothing?

Yes: 6

No: 3

Do you consider the use of fur as Animal Cruelty?

Yes: 7

No: 2

Every year, millions of animals are killed for the clothing industry—all in the name of fashion. Do you think that killing animals for fashion is morally correct? Explain your thoughts.

- No not at all, animals should not have to suffer and lose their lives in order for one jacket in a run way show
- No, I've seen videos of animals skinned alive for their fur, it's disgusting and has no real point to it
- No at all.. I heard that animals are still alive 5 minutes after being skinned alive. Heartbreaking
- it is alright, because human also kill animals for meat
- No its not morally correct at all, animals should never be hurt for the benefit of human beings. There are alternatives for fur products which dont need to hurt animals. Its unnecessary.
- I do not think it's right to kill an animal for its fur. Most people are only going to wear the fur for maybe 2-3 months of the year when an animal could have lived instead
- depens what kind of fur
- No. Humans are no better than animals and we should not treat them as "items". They are LIVING creatures :)

Do you support PETA (People for ethical treatment of animals), who are against all types of animal cruelty?

Yes: 7

No: 1

Not heard of them: 1

Studio Brief 02 - Collaborative Practice Brief | Fur for Animals | Research

Research on Company 'Fur for Animals' and 'Respect for Animals'.

About
Respect for Animals campaigns against the cruel and unnecessary international fur trade, believing fur farming and trapping to be morally indefensible.

Respect for Animals emerged in 1993, following the demise of Lynx which began the anti-fur campaign back in the mid 1980’s. By using innovative advertising and media campaigns such as the famous David Bailey ‘Dumb Animals’ poster and cinema commercial, consumer attitudes towards the wearing of fur in the UK have changed dramatically. Most department stores used to have fur salons and fur could be found almost everywhere on the high street. Now, more and more department and high street stores have adopted ‘fur free’ policies such as the Fur Free Retailer programme and the wearing of fur is no longer seen as acceptable.

Effective political campaigns run by Respect for Animals have led to fur farming being banned throughout the United Kingdom for over 10 years now. The leg-hold trap, the device most commonly used to catch animals in the wild, is deemed so cruel that its use has been banned in this country for over 50 years and in the EU for over 20 years. The trade in cat and dog fur is illegal in the EU and it is unlawful to trade in the products of cruel seal hunts throughout the EU.

What they stand for
The killing of tens of millions of animals each year for nothing more than the fur on their backs is wrong. It’s immoral and a crime against nature.

Gandhi said ‘The greatness of a nation and its moral progress can be judged by the way its animals are treated.’ Animals killed for their fur are either trapped in the wild or reared in fur factory farms in tiny, barren wire cages. All this for a product nobody needs. Respect for Animals is here to give a voice to the countless and voiceless animals whose only crime is to have been born with beautiful fur.

We campaign peacefully but effectively and have a good record of achievement, securing a ban on fur factory farming throughout the UK and we have been at the forefront of the consumer campaign in the UK that has led to the closure of most fur outlets here. But there is so much more to do. The fur trade is massive, ruthless and a bully but Respect for Animals is determined to do whatever it can to bring it to an end.

The killing of animals for their fur is wrong and should be banned. Respect for Animals is working to persuade consumers not to buy fur and lobbies for legislation to make the selling of fur illegal. Many countries including the UK already ban the main methods of producing fur and so they stand accused of hypocrisy by allowing the trade in and sale of fur items.

Fur comes from animals either bred in inherently cruel factory farms or trapped in the wild using devices banned in many countries. All this suffering is unnecessary – there are plenty of other cruelty-free materials that can be used instead. Some countries, including the UK, have banned the main methods of production and most fur outlets have closed. But globally, there is much to be done. People either don’t know or don’t care where fur really comes from and, as with other issues, are inclined not to think about it in the face of the fashion appeal of fur. Ultimately, Respect For Animals want to see the closure of fur shops, a drop in the number of fur skins at auction and therefore the number of animals being killed.

Background

In the 80s, Respect for Animals (then Lynx) was the first to use mass media to bring the anti-fur movement to the centre of popular culture. David Bailey’s provocative (and D&AD Black Pencil-winning) ‘Dumb Animals’ campaign helped to change fur from status symbol, to a product of cruelty. Socially, politically and creatively, the campaign was a landmark success. But fast-forward 30 years and the fight against the fur trade is now more urgent than ever Fashion may have evolved significantly since, with ethical concerns making their way to the forefront. But there’s no such thing as ethical fur, and every year 100 million animals still suffer and are killed in the name of fashion as new demand for high-end, high street and fur trim garments has emerged, driven largely by consumers in Russia and China.

Studio Brief 02 - Collaborative Practice Brief | Fur for Animals Brief | Collaborative Contract

Task 01: 

Define what is your motivation for undertaking your collaboration:

- To work with someone with different skills and ideas. 
- To work with someone who has different interests. 
- To work with someone that doesn't think in the same way as I do in terms of practice etc.

What methods of communication will you use and how often will you meet? 

- Thursday - responsive day
- Group meetings once a week - depends
- Social media like Facebook group chat, Phone calls/ messages

What skill sets does each member of your collaborative team bring:

Katie Sung - Graphic Design 
- Graphic Design skills
-  Software skills

Bobonut 
- Graphic Design 
- Graphic Design skills
- Illustrative skills 

Aneta Sidorko
- Graphic Design 
- Graphic Design skills 
- Photography skills 

Task 02: 

Collaborative creative contract 

Brief title:

Fur for Animals

What are you looking for in a creative partner? What are your aims?

- Someone that will be innovative
- Someone that will be ambitious
- Someone that will be hard working

What are your specific areas of creative interest?

N/A

What specific creative skills do you have to offer in relation to a creative partnership? How do you intend to use them?

- Branding
- Layouts
- Photography
- Concept
- Design Boards

As the rest of my group is from Graphic Design as well, we have lots of similar skills.

What specific non-creative skills do you have to offer in relation to a creative partnership?

- Organisation/ time managing

Do you intend to use them?

Yes 

What do you see your specific roles be in the collaboration?

- Conceptual and research 
- Video making 
- Designing 
What will your joint responsibilities be? How will you deal with your project costs and budget?

- Research 
- Ideas- Planning 
- The 'Animals for fur' is an online campaign, so we don't need to worry much about the budget of the production. Only the travel to different places would costs us. 

Partner 1 - Aneta Sidorko
Partner 2 - Bobonut  Lau 

Studio Brief 02 - Collaborative Practice Brief | Fur for Animals Brief

Working as a creative partnership submit a response to one of the D&AD/YCN Students Awards briefs by the deadline stated. You will need to:

1 – Choose a creative partner/team based on the creative possibilities of your collaborative practice. Complete the collaborative practice form provided in order to identify your individual and joint interests, abilities, roles and responsibilities.

2 – Visit the D&AD/YCN website to find out more about the organisation, opportunities and resources available online.

3 - Select an appropriate D&AD/YCN Awards brief from the downloadable briefs section of the YCN site. Make sure you download any general information and specific brief related resources.

You will need to complete the creative partnership form, project rationale and initial action plan before starting work on your selected brief.

Background / Considerations
You will need consider the following questions:

'Why should I collaborate?' - Two heads are better than one as long as they communicate. You will now have the luxury of more than one pair of hands. How will you use them effectively?

'Who will I work with?'

'What brief will we choose?'

'What do I need to submit?'

'How will I be assessed?' - Although you will be working as a creative partnership, you will be assessed on your own individual ability to plan,negotiate, manage, record and evaluate your individual contribution to a collaborative project. It is therefore essential that you maintain thorough documentation of your own research, development and production activities in response to the brief as well as your own on-going evaluation of your joint decisions working practices.

Deadlines For D&AD / YCN Submissions for Entry can be found on the D&AD/YCN Website.

Mandatory Requirements


As specified on the selected D&AD/YCN brief.

IMPORTANT: Please familiarise yourself with the D&AD/YCN submission Policy, Process, Conditions and Formats at the start of the brief and allow time to prepare your submission accordingly.

In addition you will need to submit evidence of individual and joint problem analysis, research activities, project management and design development appropriate to your chosen brief.

Responses to this brief should be be presented on your Studio Practice Blog and labelled with the module code and appropriate Studio Brief & Study Task number

For example: OUGD503 Studio Brief 3

Please note that it is your responsibility to ensure that all work for this brief has been presented and labelled in line with these guidelines by the submission deadline. Work that is incorrectly labelled, posted to the wrong blog or is in anyway unclear or inaccessible will not be assessed

You should ensure that any material, discussions and reflections generated during the taught sessions, workshops and group critiques are evidenced for assessment.

Deliverables

For assessment submission work should be presented on a minimum of 5 x A3 design boards, which clearly articulate your apporach to the brief, summarising the research, development, production and resolution of the brief. These should be documented and presented on your Studio Practice Blog. and should clearly articulate your individual contribution to the Collaborative Brief. Please note that these submission boards will be different (and in addition) to any deliverables specified and produced for the D&AD/YCN Submission

Your work should be supported by appropriate development files and blog entries.

You should also include a screenshot of your submission to your chosen competition.

Refer to the OUGD503 Module Information for further information regarding submission formats for assessment.

Collaborative Team

• Katie Sung (Me) 
• Bobonut Lim 
• Aneta Sidorko

The Brief we are doing 'D&AD New Blood Awards 2017 | Respect for Animals Brief'.

Summary of Brief:

Background

In the 80s, Respect for Animals (then Lynx) was the first to use mass media to bring the
anti-fur movement to the centre of popular culture. David Bailey’s provocative (and D&AD 

Black Pencil-winning) ‘Dumb Animals’ campaign helped to change fur from status symbol, to a product of cruelty. Socially, politically and creatively, the campaign was a landmark success. But fast-forward 30 years and the fight against the fur trade is now more urgent than ever Fashion may have evolved significantly since, with ethical concerns making their way to the forefront. But there’s no such thing as ethical fur, and every year 100 million animals still suffer and are killed in the name of fashion as new demand for high-end, high street and fur trim garments has emerged, driven largely by consumers in Russia and China.

The Challenge
Create a piece (or pieces) of online content (video or image), at the heart of a shareable, social anti-fur campaign for the 21st Century, under the heading Fur for Animals. Drive awareness of and followers for Fur for Animals, and spark conversations about the cause. How can you convince people that this is still an issue, that there’s no such thing as ethical fur? And once you’ve got them engaged, what can they do to make a difference? Who is it for? Those who have bought or are considering buying garments made with real fur. Your job is to persuade them to change their minds, so think about their motivations. The wider public who don’t wear fur. ‘Dumb Animals’ worked because it activated the disapproval of this wider audience to undermine the reason why a consumer would spend money on fur.

What’s Essential
This isn’t ‘Dumb Animals 2016’. It’s a fresh campaign for a digital world. Come up with
original ideas, executions and use of media. Respect for Animals will be making one of these campaigns a reality. Be bold, be brave, but be realistic.

Obviously, no animals can be harmed in any way to produce your work. Present your idea and strategy, your content piece(s), and an insight into your research and development.

What and How to Submit
Read Preparing Your Entries before you get started for full format guidelines – we won’t
accept work that doesn’t meet these specs.

Main (essential):

Either a presentation video (max. 2 min) OR JPEG slides (max. 8).
Optional (judges may view this if they wish): Interactive work (brand websites, apps etc);
physical supporting material; if your main deliverable is JPEGs, you can also submit
video (max. 1 min total); if your main piece is video, you can also submit JPEGs (max. 4).

D&AD New Blood Awards 2017 | Hasbro Brief - Evaluation/Submission

Submission Evidence

Evaluation of 3D Pictionary
To conclude, I believe I did very well with commencing this competition brief. Every commercial part of the board game was executed very well than I would of expected. I am very happy with the outcome of the product and it is something that I would like to do in the future/develop further within my practice. I am especially fond of my 3D printer work for creating all the parts for the game (e.g. counters, dices and the 3D shapes). 

The most challenging part of this brief was getting all the measurements right and the designs printing off properly (alignment was not centred well for the cards.) With the card designs being printed was mostly the struggle of this game board, it was difficult for the card design back and front to be well centred together. It took about 6 goes for the cards to be accurately aligned properly. Despite this in the end it was well printed and I am happy with the final product. 

For the 3D shapes which are parts for the players to help them win the game. This process of making them with a 3D printer was really interesting and fun to do. I really enjoyed the process of the 3D printer creating the shapes that I designed in the Sketchup program. The spray painting the 3D shapes were a bit challenging to do, as I was not sure about how time consuming the process of adding layers of paint so the colours will cover well. I believe I made it quite hard for myself as the plastic for the 3D printer I used was a dark blue, plus making it difficult for the colour to stay on the 3D objects. But in the end I was able to get them all painted and finished. 

Another technical problem of the process of making the game board was hand making the game board. Especially when making the board game bendable so it will fit in the game box. The part were I have scored the game board to make it fold, was very good. However, when it came to sticking the game board design on the board game and trying to force it to fold was quite challenging. Every time I tried to slightly fold the design print of the game board the print would either crease or have air bubble which did not look aesthetically appealing. Nevertheless, I left this as it was, the reason was that when it was unfolded it looks okay and when it folded it's slightly visible. For the first test I tested if it could bend the other way, unfortunately when I folded it the other side it ripped the printed design. Therefore I started yet again with making another one. 

Overall, I believe I was able to execute this brief really well. I was able to find and discover new things that I can make/develop on further briefs that could be done in this same process. 

Student Starpack Awards 2017 | Evaluation/Submission

Final professional photos of the new takeaway packaging

 

 

 







Evaluation

In conclusion, I believe I delievered the delieveries of this breif very well. I am very pleased with the final product of the sustainable takeaway packaging that I have designed and created. 

The most challenging aspects of this particular breif was most definitely the process on the 3D printer. Specficially the lid for the plastic box container. I kept measuring the box incorrectly thus making me print out a lot of lids mock ups, in the end I was able to get the correct measurements for the box container lid. Another problem when dealing with the 3D printer was that the plastic kept getting jammed whilst printing my 3D design. I had to clean the nozzle that kept jamming the melted plastic. Then restart the 3D printer machine, this was a new problem that came up for me, thus this causing me to slow down my work and time. 

It is unfortune that I am only able to submit a small prototype of the box that I have made. But I can only make small prototypes with the 3D printer that I own. I could of tried to make a bigger version, but it would of taken at least 2 days to build it and with the problems of the 3D printer it was not worth risking it. 

In addition inside the prototype box were the lid slots through, there are a few string bits this is because the type of plastic that I have used to create this 3D box cannot hold a solid shape for long this is why some are held and some are not. There is no alternative method to fix this problem. Plus I could cut the string bits, but I am afraid that it might loosen the other stronger parts that hold it together.

I am most pleased with the paper packaging design, I am very happy that I stuck with same colours scheme as the takeaway that I have based the packaging design on ‘New City Garden’. The foiling process is decent but I could of done it more better if I had more time and the equipment. Nevertheless the results of the foiling turned out well, especially when I had so many trial and errors when applying the foil on the paper. The most easiest method of transferring foil on paper was double sided type as the tape could easily take the foil. 

The sticker designs are also a favourite of mines during this design process. I especially like how my peers informed me that using an authentic chinese window sticker design will realy make a difference to the visual apperance of the packaging. 

In the end, again I am very pleased with the final product of this brief. This is the second time for me using a 3D printer and I will carry this on for future briefs and projects. 

D&AD New Blood Awards 2017 | Hasbro Brief - Final Design & Demo Tutorial Video Prototype

Final Design of the Whole Game - 3D Pictionary
For the final design and production of the game 3D Pictionary. I believe it went very well, despite a few errors along the commercial production process. There are images of the final 3D Pictionary new young adults game board. 

3D Dictionary Demo Tutorial on Gameplay

As part of the deliverables for the D&AD brief is to show an example of how to play the board game that is being designed. For the 3D Pictionary game I demonstrated a little tutorial on how to play it , in my tutorial demo I played with two other players (the game is a five player game). There will be a link to my student youtube page of the demo video that I sent for submission. 

Please watch if you would like to understand how to play the game!

 

Student Starpack Awards 2017 | Final Takeaway Delivery Pack

Colour blue templates

Once the template of the box packaging is measured accurately. I went to digital print room to print the template of the box in different shapes of blue. This can be seen below, I printed 10 templates for mock ups and final design. 

When the three types of blue sheets were printed with the outline of the template. I then began to cut them all out following the outline. I used a craft kind, mat and ruler to help me to get an accurate straight lines. 






Results of template cut outs

Foiling - mock ups
Next stage of this process of constructing the box packaging was to foil the text which is on both sides of the box packaging. To make the foil transfer to the black tone laser print typeface. I placed strips of silver foil on top of the text, the strip of the foil should be facing down on the text on the non-shiny side. The non-shiny side will stick onto the black, to make it physically transfer I used a laminator. Because of the heat of the laminator that will activate the transfer to the black typeface. This is shown below: 

 

 
There are more results of the foil transfer on both sides of the box packaging. With these testers, as it shows that transferring with the laminator is quite difficult as the heat is sometimes too strong it also effect the back of the text. Plus not all the text was covered by the silver foil either because the foil was not placed properly or the masking tape that holds the foil strips down to the paper, to allow the heat transfer to work makes a line on it. 

 

 

Sometimes the laminator gets over heated and really transfers the foil not only to the black but also the actual paper. This is very I need to be very careful when transferring the foil to the paper packaging template. 

Another problem when using the laminator, that the template gets jammed. This resulted that my template was ripped.

Stickers mock up

To print out the authentic Chinese stickers I went to the print room. The types of stickers that were available was a matte and acetate finish. I printed both copies to see which one would be more appropriate and visually appealing with the box packaging. Again, I used a craft knife, mat and ruler for an accurate cut. 

Unfortunately, the stickers finishes was not a problem. The only problem is that I scaled the stickers incorrectly. They are too big to fit on the box, so I will need to go back to digital print to print them again. 

I will only print the smaller stickers in matte as they looked visually the best on the packaging. I did a silver and gold version, but the silver works appropriately due to the typeface is in a silver foil finish. 

 

Before I go to the print room to reprint the stickers, I test printed the size of the resized stickers that will be a suitable side for the box design. Overall, the re-scaled size was suitable. 

Paper test

Reprinted stickers

Construction of the takeaway box

To construct the box packaging, fold all the sides of the template. Once it is all folded, then get strips of double sided tapes and place them on the flaps of the packaging. When all flaps have got sticky tape on, carefully peel off the the plastic tape as it will leave with another sticky side. With the sticky side, press them against the sides which do not have the sticky side. Once all sides are stuck, there will be a paper box cover that the plastic box can fit into.