Society has set a certain eating standard for Gen Z to follow. Especially in Singapore, where not complying with the existing food norm makes Gen Z feel less authentic and out of place. To address this issue, Converse sets a new norm that demonstrates how to eat food like a child through a campaign inspired by the “put your foot in your mouth” idiom.
I Don’t Give a Fork (IDGAF) is an integrated campaign aimed to promote authenticity by shamelessly eating food like a child. This campaign will be held during the International Youth Day, where zines are freely distributed around schools and shopping areas, followed by the #IDontGiveaFork movement and competition on Instagram.
Posters to be placed around Converse stores, bus and MRT stations, as Gen Z commutes and walks daily in Singapore
Instagram as the main campaign channel, allowing people to gain insight about the campaign and #IDontGiveaFork movement
Snippets of the zine
DISCLAIMER: This work is for educational purposes only.
