D&AD | brief «Snapchat» | #doyellow
We were challenged to make kindness a global trend among Gen z using augmented reality in Snapchat. So, our solution was — #DOYELLOW movement. It’s not just a new trend on this platform, but a whole new kind community, where users can take care of themselves, help each other to cope with stress and make the world around them a bit kinder.
Our project includes a set of solutions to cope with stress.
1. Map if kindness (method of positive psychology — the diary of gratitude)
2. Kind masks distract user from distracting content and change his behaviour in Snapchat. While he is using those filters, he is being kind to himself and the others. Masks are based on 3 main ways to cope with stress — physical activity, communication and self care.
3. Geo-filters that appear as notifications when there is a place nearby where you can make the world around you a little bit better, for example, drop off waste paper.
4. A trend for creators, so they can make kind filters and support the #doyellow movement.