The coloring book you do not want to color in
Brief
Find a conventional communication product from a well-known genre and make the communication product unconventional by changing one or more modalities in the overall multimodality of the product.
Insight
People romanticize danish farms and agriculture.
Trend
Mandalas coloring book has increasingly become a form of relaxation and mindfullness exersize that brings you back to the childhood activity of coloring.
Idea
I have chosen Laura På Bondegården. A Pixi book from 1997 (Actually a book from my own childhood) and I have made a coloring book that shows the conditions under which animals in agriculture live and at the same time communicate the Veganerpartiets value policy. In other words: A coloring book you do not what to color in.
The story in Henrik fra Veganerpartiet på Bondegården is a reference to the allegations made towards Henrik Vindfeldt, founder og the Veganerpartiet, who broke into farms to tape the living conditions of farm animals.
Why?
The product is detached from the classic Morten Korch's romantic portrayal of agriculture and farms. The product aims to shock, inform and de-romanticize. The book lulls people in with the children's book format, in both text, pictures and the painting activity - and suddenly the tone changes quite a bit.
Inspiration
Phoebe Buffay's song from FRIENDS called "The Cow in the Meadow". Phoebe sings songs about farm animals for young school children. She starts out singing about the animals in a traditional and cute way, but suddenly the lyrics changes to how the animals are killed and turned into hamburgers.
The Book
