bathroom confessions campaign.
As part of a live brief project given by global creative collective Forsman & Bodenfors, we were given an opportunity to craft a campaign with the objective of making our favourite Netflix show into the number 1 most watched show in Singapore.
Ideation and Research by
Aryaman, Jeong Yoon, Nadiah
Art Direction by
Nadiah
UI/UX Design by
Jeong Yoon
April 2022
The show that we picked to be the star of our campaign is the hit TV series Sex Education, due to it’s shock value of promoting a healthy and realistic perspective towards sex and relationships in unconventional ways. This show focuses on how sex affects teenagers socially and psychologically. Through a more light-hearted and comedic approach, it teaches people that it is okay to feel the way you do and it is alright to be confused and lost in terms of your sexuality and desires.
In a study conducted by the Association of Women for Action and Research (AWARE), out of the 800 responses noted, 60% of young people who have engaged in sexual activities, did not take any precaution to avoid pregnancy or sexually transmitted dieseases (STDs). The survey revealed that many were unsure about approaching their parents to discuss sexual issues, perceiving them to be unsupportive. For half the sexual health knowledge questions, more than half were unsure of the answers or answered wrongly.
Taken from Straits Times
Taken from Straits Times
This show is relevant for the Singaporean youth as whether you like it or not, they will continue to be sexually active - it’s important to inform them to mitigate the risks that come with it. Teenagers are brought up to feel guilty about their sexual tendencies. Singapore is often found referring to sexual acts between teenagers as a crime. Is this a realistic approach? Hence, we aim to provide a safe space for young people to have open conversations about sex and their own experiences.
We defaced public toilets. For the greater good! Hear us out - Have you ever seen, or better yet, drawn genitals on your books, friends books, walls or bathroom booths? We have grown up with this culture. What if we could use this iconology in the spirit of the show - to create a space for judgement free conversations about sex?
We took to the bathroom cubicles in Singaporean universities, and drew genitals and common sex questions onto the walls. The user would enter the stall, shocked by the imagery and would sit down on the seat before they encounter the QR code on the toilet stall. Intrigued by the sex stories and imagery, the user would be motivated to scan the code where they will then hear Otis’ voice from the stall next to them, from the built-in speakers to emit a feeling of a conversation with a neighbour in the cubicle.
The user will be encouraged to check their phone and share an embarassing sexual or question on the webpage. Upon submitting their response, our AI will scan for keywords based on their response that will lead to a pre-recording of Otis attempting to comfort them about this secret and to watch Sex Education for more. As there is a possibility that not all bathroom stalls can implement this experience, a trailer will play instead based on Otis’ counsel words that will prompt them to watch the show.
Through this campaign, we hope to generate some possible absurd headlines from local news sites like these:
The user will be encouraged to check their phone and share an embarassing sexual or question on the webpage. Upon submitting their response, our AI will scan for keywords based on their response that will lead to a pre-recording of Otis attempting to comfort them about this secret and to watch Sex Education for more. As there is a possibility that not all bathroom stalls can implement this experience, a trailer will play instead based on Otis’ counsel words that will prompt them to watch the show.
Through this campaign, we hope to generate some possible absurd headlines from local news sites like these:
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