BLOOOOM! Grad Fiesta
10. Craft Kancils [10.13b Art Direction: Campaign]
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Links:
Product/Service:
Event
Client:
New Era University College
Brief:
We understand that a graduation ceremony tends to be solemn and dignified, but as a moment for graduates to shine upon reaching a significant milestone, we believe it can be more than just a formal event. At New Era University College, we aimed to transform this occasion into something beyond the conventional, blending the gravity of the moment with youthful vibrancy. Since 2022, the NEUC Grad Fiesta has become a key event for celebrating the achievements of graduating students on campus. As a small-scale activation with approximately 900 attendees, the challenge was to embody the spirit of transformation and opportunity in a way that resonates with a diverse student body. In what ways can we convey a meaningful message of empowerment and growth, ensuring that graduates leave with unforgettable memories that inspire and guide them forward?
Solution:
To create a vibrant and memorable graduation experience, we transformed the traditional convocation into an artistic celebration. Inspired by the theme of "走花路" (Walking on a Path of Flowers), the BLOOOOM! Grad Fiesta mirrored the blooming potential of each graduate. The four "O"s symbolised the vibrant colours of the university's crest, and we incorporated campus flowers to represent the alma mater's blessings.
We designed an immersive outdoor environment with striking flower-themed installations and interactive art displays that encourage individuality. Thoughtfully crafted event collateral conveyed uplifting messages, inviting attendees to reflect on their personal growth. Our aim was to foster pride and excitement, making BLOOOOM! Grad Fiesta an unforgettable milestone for graduates as they stepped into their future.
