"Dialogues Over Dialects"
The design brief for 2018's Young Spikes Design Competition called for creative ideas to preserve identity and culture amidst the rapid urbanisation of cities, targeted at Millennials.
Since the 1970s, the Singapore government executed a plan that has been proven most effective — eradicating dialect. And along with it, urbanisation and globalisation further burned the bridge that connected the preservers of our cultures — our grandparents — and Millennials. In 2015, only 12% of Singaporeans spoke dialects at home*.
With this insight, the idea is to create a new streetwear label that hijacks cult fashion icon Virgil Abloh’s Off-White brand – renowned for labelling items in English – with our own Dialect translations. The result is "Dialogues Over Dialects".
The campaign begins with an outdoor print on a wall, with projection mapping to change the English word into 3 dialect translations. The call-to-action then leads them to the campaign website, and educational e-store, where they can purchase all the swag and learn the respective pronounciations of each item.
Then, these exclusive products are dropped into the market, taking inspiration from fashion, lifestyle, sports and even food. The users are encouraged share these products over the social space with the hashtag #DialogueOverDialects.