G'Day Perth Campaign

Anne-Kristin Breit; Zenya Augustin, Aaron Foo, Taylor LaneMajor Project

This is why you matter

This urban campaign explores the simplicity of encouragement, humour and music and how it has the power to change our lives and influence us and those around us. Strategically placed in public places like train stations, bus shelters and shopping centres to reach people as they go about their day. The focus has been Perth City but can be rolled out for other cities in the future. The outdoor campaign (print and digital) is supported by a website, original audio, merchandise, a social media campaign and lots of research on how smiles and encouragement are good for us.

Poster MockUp at Escalator at Perth Train Station Exit to Murray Street

Billboard MockUp at Perth Train Station Underground Walkway to Platforms

Poster MockUp at a Coffee shop at Westfield Galleria

These 10 Campaign Posters are the beginning of the G'Day Perth Campaign and build the foundation for this project. Each message rolled out into different merchandise, assigned an original created audio track and place at specific locations within the city.

KEY ELEMENTS OF THE CAMPAIGN

SIMPLICITY / TYPOGRAPHY / VIBRANT COLOURS

Typography and vibrant colours are the main elements to bring the message across, with illustrations to support the story. Using native birds from Perth, who can be cheeky and fun, adds to make people smile while connecting nature within an urban landscape. The Illustrations can extend past birds if the message needs that.

Keeping the illustration style very simple allows for the message to be seen in a very short amount of time.

LOGO DESIGN BY AAROn FOO

The Logo idea for the Campaign came out of research related to Gen Z and younger generation and the lack of greeting among them. Yet just the simple act of greeting someone and acknowledging a person gives value to that person. With this campaign we want to speak directly to the City of Perth and the people in it.

The Logo is kept very versatile and the colour can adjust to every colour in our style guide. it can be used with or without a circle around.

By Taylor lane

Motion Graphic was the desired outcome for this campaign right from the start. Thanks to Taylor coming on board we've been able to include this and created one Motion Graphic to be displayed on Yagan Square as an encouragement for the City of Perth. We've also created MockUp of how we would envision the digital billboards to come across at the Train station and other public places. The motion on a digital billboard draws attention to it, as our eyes naturally look at things that are moving, giving the campaign greater visibility.

BreitA_GDayPerth_TRAIN STATION MOCKUP_Final Audio_Capstone_21T3.mp4

Digital Billboard MockUp

LaneT_GDayPerth_Yagan Square Motion Graphic_Capstone_21T3.mp4

Yagan Square Motion Graphic by Taylor Lane

by Zenya Augustin

The Audio for the G'Day Perth Campaign was a challenging goal and 8 Tracks were completed for this. These songs were to leave the listener feeling happy, smiling, upbeat and basically in a better mood/mindset.

Chilled vibes, warm and fuzzy feelings to suit the poster image they were inspired for. Hopefully, everyone is left with a feel-good vibe after hearing these tracks. Each track will be paired with a poster and created into a digital billboard with animations.

Social Media

Social Media is a given to promote, share and make yourself known. While the campaign is centred around outdoor and getting back to look around them, rather than on their phones, it is important to also spread hope and positivity through social media. The Posters and messages are rolled out on social media with posts, but also with animations.

Follow us on Instagram, Snapchat and subscribe to our YouTube Channel for new encouragements and releases. #gdayperth

Merchandise

Like the Logo - the merchandise can be very versatile. From postcards, posters and fridge magnets, to mugs, t-shirts and bags. One of the marketing strategies for this campaign was to partner with a bubble tea shop to put messages onto their cups to reach and encourage a younger audience.

The different merchandise is available for purchase through our webpage (mockup scenario at this point). It is set up so that all proceeds would be donated to an organisation working with mental health. While this campaign is about encouraging and making you smile, we recognise the tremendous need among people and would want to support the ongoing work through our work.

Webpage

The Website is an extension of the campaign for those interested in knowing more about it and the people behind it. It builds a foundation where all elements of the campaign come together. The main feature of the Website is the ability to purchase merchandise through the shop. If you have seen a message and you would want this as a poster or gift a t-shirt to someone then this is all possible through this site.

This website is a functioning prototype only at this point and will need to be coded and properly set up in the future.