United 1/12: Cultural Innovation
Keywords: Interactive poster, Asian awareness, Social impact
United 1/12 is a cultural innovation IP that resurrects 12 Asian zodiacs to unite Asian representations across regions and generations. Each zodiac poster embraces people with a sense of belonging to a shared zodiac birth year. Also, stickers on the posters can be used as tickets to the #StopAsianHate events.
Shifting to #ProudToBeAsian as the following topic, collateral materials are refactored into attractive modular VI not only enhances intercultural empathy, but also steadies intra-cultural relationships, manifesting the "cross and bond": Endeavor to persevere cross-cultural dialogue.
“United 1/12 x 12 Shengxiao”
The soft bond is cultural
Idea of United 1/12
+ As a common tradition in Asia, Shengxiao bonds people born every 12 years, who are believed to have shared values and characteristics.
+ Redesigning Shenxiao with attractive visual elements improves not only intercultural empathy, but also steadies intra-cultural relationships.
Mascot Design
The mascots in the poster are visually friendly, memorable, and educational. Each of them represents a ShengXiao of the year. The visual elements, like theme color, costume, and looks are selected to reflect the characteristics respectively.
12 mascots modernize Shengxiao as evolving characters, nudging younger generations to carry on the culture and explain the culture worldwide more easily.
Oxii: Year of Ox
Birth Year: 1913, 1925, 1937, 1949, 1961, 1973, 1985, 1997, 2009, 2021, 2033, 2045…
Characteristic: Diligent & Righteous
Motto: Proud to be Asian!
Tigea: Year of Tiger
Birth Year: 1914, 1926, 1938, 1950, 1962, 1974, 1986, 1998,2010,2022, 2034, 2046…
Characteristic: Bold & Powerful
Motto: Born to win!
Ruby: Year of Rabbit
Birth Year: 1915, 1927, 1939, 1951, 1963, 1975, 1987, 1999,2011,2023, 2035, 2047…
Characteristic: Elegant & Intellectual
Motto: Manifesto by manifesting!
#StopAsianHate👉👉👉#
ProudToBeAsian
The modular stickers on posters attract users to participate in the campaign with a sense of belonging to common ethnic cultures. People can take the stickers that belong to their zodiac signs year of their birth year. The stickers also work as tickets to “#Stop Asian Hate” campaign activities. As more and more people take away the stickers, the poster reveals the hidden information on the base layer: “PROUD TO BE ASIAN”, which is also the theme of this campaign.
What is the task?
+ Through tearing and pasting the stickers embedded, the poster attracts, engages, and encourages people to find common values across different ethnicities, and bonds with the people of the same ShengXiao.
+ The mascots in the poster are visually friendly, memorable, and educational.
+ Deriving cultural heritage into daily supplies to smoothen cultural communication.
+ Together with slogans, the mascots in each year’s edition are appealing, which promotes the long-term growth of the brand.
Patterns of graffiti and calligraphy interweave eastern and western, traditional and modern elements of global cultures, which bonds the brand with different users.
Patches are generated from the poster, which was used in the campaign #StopAsianHate. It develops a visual language from deconstructionism, and collages elements of ShengXiao ( zodiac mascots that are famous across Asia).
Strips as powerful visual elements, uniquely manifest Minimalism with clear recognizability. It unleashes the curiosity and positivity of the users to decorate their personal items with self-expression, which encourages rebuilding and spreading modern Asian culture simultaneously.
“Manifesto by Manifesting”
Tearing and pasting creates unique motion and acoustic interactions, which strengthens the brand image.
The cooperative experience involves users to codesign, while also practicing the value of “Manifesto by Manifesting”
Providing reusable, shareable, customizable, and sustainable decoration, which also exposes the IP.
