VAKUL - A Visual Communication Campaign

VAKUL:

Developing a Visual Communication Campaign Inspired by a Regional Icon (Vakul) to Promote Ivatan Culture and Tradition

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A Thesis Presented to the

Faculty of the Department of Fine Arts and Design

St. Scholastica’s College, Manila

In Partial Fulfillment of the

Requirements for the Degree

Bachelor of Fine Arts

Major in Advertising Design

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By

Blanche Llanes

Danica Valientes

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Short description:

To protect the Ivatans from the scorching sun and rain, they have their remarkable hand woven headdress called vakul. The vakul is made out of abaca and voyavoy plant which is locally grown in Batanes. This said head piece takes a week to produce. The vakul is a big part of Batanes' culture for the reason that it has unique materials that can only be found in the vicinity and the mere process of how it is done is just a proof showing how hardworking Ivatans are. Before, the vakul was traditionally used by Ivatan natives in their everyday lives. But as time passed by, the younger generations may have seem to forgotten it and its purpose due to the influence of modernization and media. Nowadays, it just serves as a wall display and souvenir tourists.

Therefore, the researchers aim to create a festival called VAKUL in Sabtang Island, Batanes, where the headdress gets originally produced. The festival will celebrate the vakul as an iconic asset of the culture of Batanes. This is one way on how people, not only the Ivatans but the tourists as well, could commemorate the presence and importance of the vakul.

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LOGO

The researchers decided to use cool colors for the campaign’s collaterals namely blue and green. These colors connote water, land and cool climate. It could also symbolize the physical features of Batanes – blue to represent the sky and vast water, and green for its picturesque landscapes. When the researchers visited Batanes, they also observed that most of the modern houses in the archipelago had shades of blue and green on them. The researchers find it fitting for the tone and mood of the collaterals.

TEASER ADS

INTRODUCTORY/ANNOUNCEMENT AD

SUSTAINING ADS

INTERACTIVE AMBIENT AD

These interactive ambient advertisements will be put up in different malls since it is where most of our target market could be found. To make it interesting, the ad does not only act as a photo booth, but a weather simulator as well. Once you step inside the booth and under the vakul, the booth will either let you experience rain or sun - since the vakul is used to protect the wearers from either the sun or the rain. These booths can be seen in the malls the same time/week as the festival so that those who cannot attend the festival, can still experience it here in the metro.

MAGAZINE EDITORIAL

This editorial will be placed on in-flight magazines of PAL (Mabuhay) and SkyJet (Explore).

ONLINE PROMOTION

OUT-OF-HOME

MAIN WEBSITE

LEARNING WEBSITE (CSR)

As a value added proposition to the campaign, it will also be releasing a learning website on how to create a vakul. In partnership with DepEd and CHED, vakul-learning will be included in the school curriculum of high school (under the T.L.E. subject) and college students. This way, learning tools can help the younger generation of Ivatans to promote and practice the vakul-making culture.

SOCIAL MEDIA

DO-IT-YOURSELF VAKUL KIT

The festival will also be releasing a Do it yourself vakul kit that can be bought in selected souvenir shops in Batanes. The kit includes: vuyavuy plant, abaca strips, steel stripper, scissors, cutter, and a poster that shows the step-by-step procedure on how to make a vakul. This is one way of sharing their culture to the non-Ivatans.

The kit