The theme for the whole campaign is about “Recolor - London”. Recolor means “color again or differently”.
London, is a city with lots of old and dull heritage buildings. Also, London is always cloudy and raining at the daytime causing a dim and grey environment. Moreover, there are no beaches in London, people who stay in the city in summer does not have the chance to enjoy the summer beach vibe. In summers, peoples in London are only able to go to pools or parks for chilling and relaxing.
The first thought of Oiôba, are their products with bold and colorful fabric designs full of tropical patterns and Portugal style. By creating pop up store for Oiôba in London, it gives and idea of bringing some super colorful and fun movements to a boring and dull city.
With idea concept of recolor the dull London, the message of the campaign is “Bring a splash of color to the boring life”.
Posters are created for the offline campaign concept, with color splash on the doodled London background to achieve the message of “ Bring a splash of color to the boring London!” While the backdrop the the poster is a white ball pool that gave a hits of the pop up store elements. These posters are going to place in the advertising boards in London Underground and panels in tube car as London Underground is the most used public transport in London, this could help with reaching more viewers to the poster.
Website has redesigned with moving the navigation bar from the bottom to the middle to gain harmony. For the campaign in the website, there will be a little circle written “Oi! London” to gain attraction from the viewer. After clicking in, there will be a dull London background with low saturations. While the mouse moving to the title of the campaign, there will be some colours and patterns starting the spread and project onto the dull buildings and street in London to create the motion of “Recolor”.
For the pop up store design, there a ball pool installation at the centre of the space which customers really able to go inside to play around with the balls. While there will be a interactive projector on the top of the pool makes the ball pool turn colourful from white to the colour pattern of Oiôba, also because it is interactive projection, movement will created when people walk inside the area. It is a Instagramable installations, which customers are able to take beautiful photos of the pop up store and share their photos on the social media.
A abstract from of a British building were created for the background as to represent the boring, and dull London city view. Colors are in a contrasting colour scheme as contrasting between grey and achromatic background with the sharp and colourful products. The idea of the window is to let amorphous colours and patterns from the product splashes on the dull and plain background. The motions will be performed by projectors from the corner to the whole window continuously.
Besides uploading the poster to different social media platform, Frames for profile pictures and story filters are created to gain more awareness and provide engagement with the customer. Once people use and share their photos with the filters, the crowd will notice which is also a way to advertise the campaign.
The design is using the idea of a colourful splash in the pattern of Oiôba and add together with the silhouette of the London landmarks.