Group Members
Foo May Shan
Leong Qingchean
Chuah Jia-Ying
Lee Khar Wei
Heng Seng Jing
Lim Wei Ze
This is a small campaign built around a piece of Chinese gold jewellery, “Longevity Lock” or in Mandarin we called it “长命锁”. The rationale of the campaign is to educate the people, youngsters mainly about Longevity Lock as well as to promote and prolong the traditions of Longevity Lock.
About Campaign
“Old Style New Lock” is a small campaign created by six students majoring in Graphic Communication from Universiti Sains Malaysia in conjunction with Bling Bling Tradition Campaign. This campaign focused on one particular piece of Chinese gold jewellery known as the “Longevity Lock” or in Mandarin we called “长命锁”. The main message is to not only protect your loved ones but also the inheritance of Chinese culture. Therefore, the rationale of this campaign is to educate the people, youngsters mainly about Longevity Lock as well as to promote and prolong the traditions of the jewellery.
With this, the team has come out with a few design outcomes that would fittingly go in hand with the objectives of this campaign. They have shared the history of the jewellery, personal stories of the jewellrey, and other information through Instagram and online websites.
Moreover, an interactive game and VR filter were developed to generate more engagement among young audiences. The team has designed a mini brochure about jewellery to engage live clients in physical traditional gold jewellery shops; a red packet was created as a collection item and souvenirs.
Instagram Poster & Filter
The team has chosen to use social media such as Instagram to engage young audiences throughout this campaign. Topics include history, types of lock, common symbolism, and so on were shared across social media platforms. The team has also created a VR filter to further engage with the audience; while using other IG features to create more conversations about Longevity Lock
Open this link on a mobile device to see the effect.
Visit our Instagram page @oldstylenewlock to view our visual outputs!
Make Your Own Lock
“Make Your Own Lock” is an online game where everyone has the opportunity to create their own unique Longevity Lock. This game was designed based on traditional Longevity Lock. People can choose different elements to design according to their own preferences.
Play around with these designs and create one for yourself here!
Brochures
Mini brochure contain some key information about the Longevity Lock such as history, common symbolism and others. Clients may sketch their idea on the provided page to get their ideal lock made by craftsmen when purchasing Longevity Lock at a gold jewellery shop.
Website
Just like any other informative website, this website provides a bunch of free information about Longevity Lock that audiences get to have their hands on anytime anywhere. Shortcuts to the “Make Your Own Lock” game and Instagram page are attached to this website as well.
