In this brief a team of two designers are tasked to develop a Guerrilla campaign in order to create for society based on the issues that have arisen with the effects of the COVID 19 pandemic. As the brief states we have to look at how COVID 19 has changed society and the ways in which we have to voice or opinions. 

For example due to social distancing and other factors we now have to adjust the tactics and mediums that we use to give back or fight for society. An idea South African protesting, it has a rich culture that involves organized protesting with large amounts of people congregating for a united cause but due to COVID 19 these systems of protest have to change and developed.

There are also two campaigns to focuses on in the creation of the solution which are the “Be Kind Campaign” and “The Good News Campaign” which both look at ways in which to create for society.

The final outcome should consist of: 1x typographical poster, 1x visual poster, 2x executable mockups (eg badge).   

The act of guerrilla marketing, first popularisd by Jay Conrad Levinson's 1984 book “Guerrilla Marketing”, is a cost effective advertising strategy of using surprise or unconventional interactions within an environment in order to promote a desired product or service. A publicity stunt is a good example of guerrilla marketing.

 This term was first inspired by guerrilla warfare, in which a smaller, more agile group of soldiers (or a group of armed civilians) ambush a larger, less mobile troop of soldiers and take them from all sides.

 The act of a guerilla campaign is perfectly legal, as scary as it may seem to the average joe, but the only way it becomes illegal is when it is established or performed on intellectual property. The main things that should be aimed for when planning a guerilla campaign is surprising the target audience, leaving an unforgettable impression and creating a social buszz around the event. 

Our target market is people from the middle class and up. Since we’re playing on the idea of sharing kindness, the target market is specifically those who can afford to spread kindness in more ways than one. The campaign will be shared through a public space that is out in the open for those of slightly more fortune to see, depending on the areas and their class rate.

The font "Futura" was used as the type in our solution.This typeface was chosen due to its friendly but informative easy to read style. The font also has a bit of a modern vibe to it which is what we want to replicate in our design due to the invasions society is making with the problems cased by COVID 19. 

Our team has gone with the solution of “Be Kind”. This solution promotes the idea of general kindness within society and that if we as a community come together and just be kind, it will decrees the negative effects of COVID and its restrictions for everyone.

The research that sparked this solution was based on the poverty that the country of South Africa is facing due to COVID 19. All forms of wealth classes have seen a lot of economic damage but those who were already in an impoverished have hit rock bottom and are desperate for food or any form of help. This is when with assistance from our lecturer we decided to go with the solution of promoting general Kindness to get people to start giving back.

We ended up going with the colours bright yellow, blueish purple, magenta and light blue. The complimentary nature of the yellow and purple made for very striking elements, and the specific use of yellow was to symbolise the bright feeling of hope. These colours also allowed for a retro feel, as they were often used in the 80's. The pairing of magenta and light blue are for the purpose of being reasonably close to the purple and adding more contrast to the yellow. In their own respective ways, magenta and blue are close to purple, but not the same. 

We as a group decided that we should use a street poster so that our solution can be easily spread throughout society at a limited cost. Even though we are still in lockdown people are still going out to buy food or work on the front lines, not to mention other essential outings that are necessary in lockdown. This makes the solution of a street poster still valuable in spreading awareness to society and can be placed in many different areas as to fit the gorilla marketing style. The street posters consist of both the visual and typographical posters in order to make sure that the core message of our solution is perceived by the viewer.   

Conveniently sized, easy to share, difficult to lose. We decided to go with these as well because of their convenient and unproblematic nature. Badges were the way to go with a smaller output that would surely bare little weight, but carry the same message. You don't often get badges with promotion, but when you do it's always a fond memory that you find again when putting on that piece of clothing.