Rediscover with Passion

Self 1 Negotiated Project Project 4 | 7 Weeks

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What can Nike do for or with them to improve the fabric of the city? 7

15 February: Week 01: LAST Project 4 Commences PROJECT LEGGO Starting off: we’ll have to read / research on these few sites: 1. Effies awards 2. Warc awards 3. Prev DNAD brief - has rough briefs - Adidas brief ^ Sports as a catalyst 8 Planner & effectiveness (awareness campaign) 1. Outline - details of project aim, potential outcomes *Why are you interested in this area? 2. Research - What do you need to know to begin & develop your project? 3. Development - How will you approach developing your ideas? (What will help you?) 4. Timescle - Indication of intend to structure activties

The Research Begins! Week 01: Looking at other project I saw this campaign for Nike Phillipines and loved the concept and copy writing for the campaign: These were somethings I took down Not a privilledge but a right - Nike hyper court 9 Objective of campaign: 1. Give hope to people who are thinking about excelling with career in sports (breaking the taboo as sports related jobs in the Phillipines is difficult and untraditional) 2. Giving a sense of play / bringing life to sports - instead of it being a chore, it becomes something enjoyable instead eg. when children play catching - evoking a that nostalgic sense of fun again.

18 Feb: Consult w Mike Week 01: Sharing of initial brief 10 From consult: - Have a good insight *What is sports [what is the meaning of sports] - is it competitive sports? or a lifestyle kinda thing? *Sports in a cultural aspect *Sports & exercise - which one are you neccesarily targetting? In the mindset of kids, establishing T.A. - maybe its promoting a lifestyle through sports, healthy living etc. Purpose? Potential things to look into: Health Promotion Board - what initiatives / on going movements do they have? N Parks - extension for park connectors. Findings on this segment of health: - evidence eg going to parks and seeing what people are doing *Healthy living for future generations? Mike talked about whats happening at parks: how there are old folks and youngsters.

What is sports? vs exercise? 11 The main difference between sports and exercise is that the former is regarded more for monetary purpose where as exercise is considered more recreational

Research on Initiatives Week 01: Seeing the things in place 1. Active health - subset of active SG - 26% of singaporeans are physically active 3 days a week Move better Eat better Rest better Workshops - How to eat ‘right’ - how to sleep to ^ teaching label reading maximise energy Articles - other healthfood options - debunking myths & infomation on Seem targetted towards elderly, - diets ‘sleeping well’ families... hold on nevermind ^ intermitten fasting it caters to teens, elderly and ^ Keto diet basically people who want to 12keep active. 2. ActiveSG - programmes for: adults, familes, kids (catered during school holidays) - facilities: gyms, swimming pools, fields, commercial spaces for sports and exercise - Finding coaches Website provides a list of coaches for an array of sports, how to contact them and their rates - Sports associations

3. NParks 13 - Park connectors - for running, cycling and riding PMDs (their permitted paths). - Tai Chi classes, - Hiking routes and tips - Water sports (kayaking / dragon boating) There seems to be a lot set in place already... so why are only 26% active? How can I use sports to address an existing problem in Singapore? Why are Singaporeans still not exercising even though there are facilties? *Design intento for crit - how youre gonna approach the problem (what is your issue?) - Pherhaps I can look in the direction of why people aren’t exercising?

Throwing Ideas out Week 02: Coming up with a direction Idea #1: Professional sport: how about queing? - using the idea of kiasu-ism ^ You can queue for a hello kitty / iphone ^ You can run for tickets but you can’t go for a 10 min run? Kiasu for exercise? 14 TA: people who dont exercise A tongue and cheek approach The idea of resilience: Yall are able to achieve it so why dont you wanna try? Where did that joy / fun of play go to? Putting the campaign in a very Singaporean context, Singaporean problems. Making it super relatable? Eg Tiger moms: Instead of emphasising on studies, what id we changed that emphasis to sports and exercise?

Idea #2: 15 What if we focus on running? - Cycling also can! With Singapore Tourism Board (STB): passion made possible - Running around the city, mkaing it into a playground of some sort. - Exploring, having fun Insight: You get the best views / best experiences on foot - comapred to a vehicle. Best to experience it yourself. Discover with passion - another branch of Made With Passion - Helping promote STB. Consultation with Mike: SG rediscover vouchers: Change Mentally is not just about cultivating a healthier lifestyle but also Physically Socially cultivating a good mindset. Adding years to your life, adding life to your years. Change in Singapore regarding exercise: Mike mentions about Jurassic Mile, addition of 100km park connectors. Reference: Garden in the city, Singapore initiative and project to planting trees makign the country less hot. City in a garden.

Crafting a survey Week 03: Tripetto survey! 16

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Some survey results Week 03: Collation of the survey Age groups 19 18 & below : 1 19 - 30: 69 31 - 45: 10 46 - 64: 21 65 & above: 0 How they have used their Rediscover vouchers: Accomodation: 17 Attractions: 27 Dining: 1 Shopping: 0 Tours: 4 Courses: 1 Services: 1 Not used: 62 Summary of results - Rediscover vouchers: do they really work? (13 / 100 people said they actually found something new about Singapore) - mainly used for attractions and accomodations Catalyst for sports as discovery, using sports as a catalyst of re- discovery in Singapore!

More survey results Week 03: Collation of the survey When asked on how they used their rediscover vouchers, most of the participants said they used it mainly on attractions and accomodation. Some sentiments collected: Thoughts: Damn the vouchers - Helped me save money for my seem pretty in staycation effective in terms - Helped get better deals as of people actually attractions are expensive *rediscovering* - Better deals something about - Supporting the economy singapore... - Just useful to encourage 20 visitation - They have been useful. Anything free is good - Useful, though I didn’t really care much about discovering more about Singapore ““There is nothing new to discover in Singapore” “Singapore is so boring” “Singapore is so small, nothing to do one” When proposed with these 3 statements, 41 agreed, 29 disagreed and the other 29 were neutrual siding why they saw both sides of the picture.

More ideation... Week 03: Develop- 21 ing ongoing... Objective: Sports as a catalyst to help STB with their on-going Playgrounds promotions. of passion Some keywords / words to brainstorm with: City in a garden How about using the idea of the SingapoRediscover vouchers? Asking Papa (a runner) on his Rediscovering Singapore? pain points as a runner -Clocking in the miles for rewards *curated by lcoals, for locals 1. Repetition of routes An application which helps - mentally tiring people to re-discover SG? (aimed - must think about countinuity towards: runners / cyclists) while running - Marathon runners - Trail runners? *The lesser the disruptions, the ^ Short distance happier the runners hence they ^ Med distance (10km - 1/2km) use park connectors q a bit ^ Long distance 2. Would prefer if the route is How much have you scenic actually discovered about Singapore? 3. Maraton runners are different from trail runniners

Though Singapore is small, park How does play become fun? connextors have broken up SG into sectors. Fun as a child and as an adult is very different but its about 1. Re-discovering of tradition / making the nostalgic element cultural routes? and the link between both. 2. Highlighting nature spots? Perhaps as an adult fun is: - Discovery? 3. How about ideating and a (Walkable so I can test my limits) collation of the 7 wonders of Singapore? - What are some un-touristy spots in singapore (eg Hidden Quarry in Singapore) 22 Nike x STB? The use of sports as catalyst to re-discover Re-route Re-think Re-do Re-wind A personal journey to rediscover Singapore be it alone as an individual, or in a group. *Mindset of people now: even with incentives, people are still oblivious, or already have an impression regarding discovering in Singapore.

The mindest of people in 23 Singapore now is that even with the initiatives, they are still oblivious and already have a preconceived idea of discovery in Singapore. Consultation with Mike: - Creating a mark / visual identity to explain the essence of the movement? - A mark or logo that people will remember the icon by! * Idea of discovery and sports how can you combines these 2 aspects of the campaign into a single identity

Campaign Idenity for Crit Week 03: brain- storming... 24

Mid Crit Organisation Week 04: Prepping for mid crit Curration for mid crit: 25 The objective: Using sports as a Gather catalyst for rediscovery Join Create The idea: Rediscover with passion The insight: You have the best experiences on foot, when you experience them yourself. ^ (The insight is that you get the best experiences on foot, in the moment not through a screen, photograph or when you’re driving, you should be there in person.) How it’ll work: I have broken the campaign up into stages for my execution stage, The first being gathering and raising awareness through print ads and social media, Follow by the second phase which is the launch of the new feature with the Nike Run Club App which showcases the hidden gems of Singapore where people can visit to take a second look at. Lastly, it will be the phase where people who have joined the movement start forming a community of discovers and it becomes a platform of sharing.

Initial Print Ads Week 04: Prepping for mid crit 26

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Proposed Identity: 28

Continuing from Mid Crit Week 05: Spring Break = more work! Feedback: 29 - The posters feel more like a Nike campaign rather than a collaboration between STB and Nike currently. - The identity feels very unpolished now and just an icon, there isn’t essence of re- discovery in it (need to re-think the design of it) - The collaboration between Nike and STB must be emphasied more! Currently, there is only emphasis on Nike.

Planning Execution! Week 07: Spring Break = more work! 30

Deliverables for final crit: 1. Series of 5 print ads 2. New feature in the Nike app which allows you to re-dsicover parts of Singapore 3. New trophies and badged in the Nike app (limited to the campaign only) 31

32Planning the Week 07: Execution rediscovery routes: Time! Sentosa Northern Loop: - running by the beaches - SFA senoko fishery port * Fort serapong - Sembawang hot spring park - Beaulie house Western Loop: - Rowers bay park - Dairy Farm - Khatib bongsu park - Pipeline trail (?) Southern ridges Loop: - Raffles marina Lighthouse - Pearls hioll city park - Seng Chew Quarry - Clementi forest - Kanji Marshes - Pandan Reservoir - Bollywood veggies - Sunset Way Railway Tracks - Kanji war memorial - Thow Kwang Pottery Jungle After much researching North Eastern: and collation, - Lor of Halus Wetland, Lorong I seperated the Halu Jetty 'unusual sites' - Sengkang wet lands into categories based on Central Loop: the park - Japanese Cemetary Park connectors. - Kong Meng San Phor Karl See Terr - Bukit batok brown cemetry - Windsor nature park - Palm ave float club (kampung bugis) Eastern Loop: - old change hospital - Tampines eco green - Tampines quarry - Palm ave float club (kampung bugis) - Keppel Marina East Desalination Plant

Planning out using Week 07: Planning, Google Maps! planning. 33

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Current look and feel of Nike Run Club App: 36

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Reshooting & gathering Week 07: Almost done! images for print ads 38 Went out to shoot some and got the help of my friend Leslie on some shots and techniques to shoot based on the locations arnd SG (more prominent ones)

Final Execution 39

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42Brand Identity The idea of this logo was adapted from the Made with Passion logo as after looking at the structure of Passion Made Possible, I realised Made with Passion (a current on-going campaign) and my proposed Rediscover with Passion could be sub set campaigns to under the Passion Made Possible umbrella hence making it similar to the Made with Passion Logo

Design 43 Screens (Nike Run App) For the Nike Run club App, the premise of the new feature basically maps out potential routes for ‘redsicovery’ based on the runners preference. Eg if they want a more scenic route or by setting a specific destination or setting a fixed distance, the Nike app will route their pathing for them. At the end, their run statistics will be on the finished summary screen along side the places rediscovered. Photos taken on the run will be summaried on these screen too and saved to their photo album.

44In app badges These badges were created in mind with the same style as the current trophy badged in the application but awarded when a new place is discovered.

This will be the display screen 45 once the runners have earned their badges. Eg after running through a CBD route, they will be awarded with a new discovery badge congratulation them on completing the route.

46 Another one bites the dust. Finally! A local brief I could work on. This project felt rather close to home to me as I wanted to work on a campaign for a brand my dad and I really like - Nike! Though it felt super rushed and I did not have much time to consolidate everything for the final submission (summative) I hope to continue working on it and developing the in app exerience for the nike app!

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48 Project VI: Nike x STB Painstakingly curated by: Nina Neo 2021. Singapore. GSA @ninja.nina24 ninaneo.weebly.com