Creative Spotlight is a monthly celebration of The Loop community’s creativity.
Each month we’ll welcome a new industry of creatives to enter. All you need to do is send a link to your profile on The Loop, making sure all your latest and greatest work is in there. A guest judge from the industry will then select a winner from the entries and write a short review on what impressed/inspired/delighted them about the project.
This month, we’re excited to present Chris Doyle of Interbrand as our guest judge.
Winner: Don’t Mind Me – By Noemie Le Coz
A campaign for mobile device etiquette in public spaces.
Noemie has conceived and executed a clear and well articulated idea. The concept is fun, relevant, consumer facing (as opposed to design for design’s sake) and the execution is well crafted, highly finished and well photographed. It’s also clearly a large project and the attention to detail and consistency should be applauded.
Can I also give special mention to Nicola St John’s Seeing Mental Illness campaign?
I really enjoyed the surprising and unsettling execution of the project.
It was great to see something so unusual and striking among the entries.
Inside the project
Don’t Mind Me was a group lovechild from my Honours year at Swinburne University – way back in 2009.
The brief was to research social patterns and identify a social need/gap. Through literature reviews, focus groups and a few train rides, we discovered a lack of public awareness into mindful behaviour when using mobile technologies on public transport.
We identified instances when minding manners were neglected most, (such as texting in the company of others), who the most oblivious culprits were (Gen Y) and what marketing methods they’d best respond to. A multi-levelled interactive campaign implemented within Melbourne’s public transport system – aptly named “Don’t Mind Me” – was the platform for an off-beat, tongue-in-cheek shout-out to our tech savvy yet etiquette-ignorant audience. Four characters were created as the faces of the campaign – each personifying, poking fun at and bringing to life our own bad behaviours.
(Joint creative with Deanna German, Bianka Voigt and Paul Greskie).