Short brief set by Forpeople looking for new ways to encourage more social interaction within local communities.
From this starting point, we came up with an idea to focus on people’s postcode as a way to bring them together, giving them something in common to rally behind.
Stereotypically in Britain, the general public are often thought to be fairly cynical and down-putting of their local neighbourhoods- we wanted to flip this on it’s head, by using sarcastic humour as a tool to reveal shared experiences within communities.
typography, advertising, concept
We chose to use deliberately bright and garish primary colours to make the campaign stand out on typically dull high streets, hopefully attracting passers-by to read.
We decided on the name ‘mycode’ as a reference to our focus on wanting viewers to have pride in their postcode.
The logo is in a bold serif typeface- this harkens back to the dictionary concept while remaining modern and stylish. The exclamation point is added to encourage positive emotions, and serve as a short-form mark if necessary.
The core of the campaign are these tongue-in-cheek, dictionary definition style pieces, each dedicated to a unique feature in a specific postcode.
Styled similarly to traditional dictionaries, but in our extremely loud colours, they aim to find commonality within a local community through humour and playfulness.
Very early concept of a possible MyCode app, used to find new and interesting local ‘landmarks’ in an area.
Presented as a colourful map, the user could pan around and zoom into a particular postcode, followed by the sub-postcodes, and then be presented with all of the points in our database for that area.
Examples of possible MyCode social media advertising, targeted to be relevant to the area in which the viewer is currently situated.