to start an intellectual diaglogue in the industry and to spread knowledge in general.
Lokusdesign approached us to design a campaign for their new project called Lokus Lounge. Lokus Lounge is a series of videos created with the idea of spreading meaningful conversations in the Indian design community.
It curates topics across the design industry that are widely known to be true but which none of the people most intimately concerned are willing to categorically acknowledge in public. Lokus Lounge is a platform which shares "officially" secret or restricted knowledge that should be actually widely known.
*The logo was designed by Lokusdesign prior to this project.
TIMELINE FOR THE CAMPAIGN
The challenge for us was to create something that is exciting and inexpensive to produce.
Therefore, we went with the theme of Open Secret for the entire campaign. The look and feel is inspired by old govt. documents with sensitive information, the deliberate hiding of data, etc. This naturally peaks intrigue in the target group for the campaign (design school students and brand managers).
We also created a website wherein you have to enter a password to access the video files, again, inspired by the entire "spy" theme.
The redacted visual style works brilliantly for all the commissioned collaterals.
CAMPAIGN COST FACTOR
Since the beginning, we were to approach this campaign in the most cost effective way as possible. As we experimented with the visual styles, and printing techniques, we realized that we could use ammonia printing for the project. Ammonia printing costs 1/4th the cost of digital printing and
requires much less fancy equipment when compared to offset printing. Hence, we went ahead with a predominantly blue colour scheme because ammonia printing can only be produced in that colour.
Promotional stickers were created to be put on coffee cups in colleges and offices.
Fictitious ID Cards for the promoters who will be going to design colleges personally to promote Lokus Lounge.
Promotional scratch cards for college students
PROMOTION FOR AN UPCOMING INTERVIEW
PROMOTIONAL THUMB DRIVES
To reach brand managers of major brands that Lokusdesign has worked with in the past, these thumb drives would be sent by mail so that they can see the first video by themselves.
AN INTRIGUING WEBSITE
The website homepage is nothing but a password field. Once you enter the password (pre given through other offline and online promotional materials), you can view the videos.
A PROMOTIONAL INSTALLATION
We created a two layered poster. The first layer consists of several (similar) posters that are tear able, which then reveal the second layer that reveals the final details and the call to action