ROOM FOR DREAMS becomes a living manifesto for utopian optimism, creative courage, and the power of imagination through a multilayered approach where large scale installations, cinematic storytelling, live conversations, and ritual-driven encounters converge.
Elisava's Master's in Graphic Design is ingrained with societal, cultural and critical contributions to the creative industry, going beyond its aesthetic output while fostering self-awareness in creatives.
The campaign explores the relationship between graphic identity and natural motifs, with the S-check pattern reinterpreted through cherry blossom imagery, establishing a contrast between graphic order and natural variation.
The campaign begins with a gamified DOOH execution placed in high-footfall Gen Z locations including Dhoby Ghaut, Bugis, Singapore Management University, and the Central Business District. These locations help bring the Grimace Shake campaign into the flow of Singapore's daily urban movement.
What design programs rarely prepare students for is how little agency designers often have once they enter professional practice. And this challenge doesn't disappear with experience. When my co-author and I toured our book Designing Tomorrow, the most common question we heard was not what designers should do differently - but how to drive positive change in the face of resistance.
"Although most brands have experimented with emerging tech, there is still a lot of IDK and WTF attached to AR, VR, AI, ML, NPC, NFT and web3," said Laws. "When you think that the metaverse and its associated technologies are projected to be worth almost $1.5trn dollars by 2029, that's either a lot of growth to miss out on or a lot of mis-invested budget for brand leaders to be accountable for through poor understanding and unfamiliarity."
Pencil's experiment focused on written copy in Facebook product ads rather than big-budget creative. Despite widely held concerns that the tech could cannibalize copywriting jobs, that doesn't mean professional creatives are ignoring the tech. Shruthi Subramanian of Serviceplan Munich (above) was named the most-awarded copywriter in the world in The Drum's World Creative Rankings. She says the tools can be put to good use, albeit with caution.
Winning a prestigious award, such as our recent Gold at The Drum Awards for PR in the Entertainment category, is always a proud moment for us as an agency. It validates our expertise, builds credibility, and sets us apart in a competitive market. We leverage awards as a key part of our marketing and business strategy in various ways. Sharing the win with clients reinforces their choice to work with us - after all, everyone wants to partner with a winner!
