Vietnamme Creative Campagin | MẮC GÌ?

This communication campaign focused on the problem of Heteronormativity in Vietnam. I and Ly had the chance to take on the art direction for the campaign. Following on the topic of Heteronormativity, we actually found out about this Heteronormative Design Discourse on Design Observer, which was kinda relevant and inspired us to dig further into the discussion.

It addresses the often-overlooked matter of sexual identity within the design world and emphasizes the enduring prevalence of heteronormative assumptions in both design practice and discourse. The infrequent use of the term “heteronormative” in design discussions perpetuates a cultural norm that prioritizes heteronormative values and perspectives.

Afterwards, we looked into this Queer Typography by Paul Soulellis. What we gleaned from these writings was a sense of graphic design imbued with a spirit of anarchism. It conveyed a raw and somewhat unconventional aesthetic, embodying a resistance against institutionalized design norms and standards.

What we focused on were: unorthodox, marginalized, overlooked, underrepresented, non-canon, and radical.

Below are some of the design assets of the campaign:

Here are my motion graphic designs for the campaign. The typography revolved around the shapes and silhouettes of everyday objects in Vietnam, such as plastic stools or household stand fans.

• Bảo Anh as co-art director, motion/graphic designer
• Diệu Ly as co-art director and graphic designer
• Chú An, Nguyen Nguyen, Tram Nguyen and Tú Bông for graphic design and illustration
• Chị Bẩu, Nguyen Le Thuy Linh, and Phuong Luong for content copy and campaign planning
• This work is under Vietnamme organization