The Adulthood Project is a campaign inspired by the 1994 hit TV series, FRIENDS. The campaign was based on the six-word plot I devised to summarize the whole TV show: "six friends navigate through adulthood together."
My objective was to inspire young adults to celebrate the struggle of growing up and becoming adults. I decided to do this by creating a campaign that celebrates growing up alone in a crowd. We can grow up with many people giving us advice and direction on where to go but in the end, the decisions we make to keep moving and grow up are all up to us. From this campaign, I created a communal platform where those on the journey to adulthood are fueled by the wisdom of the crowd.
My objective was to inspire young adults to celebrate the struggle of growing up and becoming adults. I decided to do this by creating a campaign that celebrates growing up alone in a crowd. We can grow up with many people giving us advice and direction on where to go but in the end, the decisions we make to keep moving and grow up are all up to us. From this campaign, I created a communal platform where those on the journey to adulthood are fueled by the wisdom of the crowd.
The main visuals in this campaign are the colors red, yellow, and blue, which are in reference to the colors that appear in the FRIENDS logo. The frame is not only a reference to the door ornament in Monica Geller's apartment, but is also a symbol of nostalgia. Since we use picture frames to house pictures of days, places, or people that we cherish, I thought of using the frame in this context since this project also aims to show a young adult how much they've grown throughout their adult life.
This campaign made in partial fulfillment for my requirements for my Visual Verbal Communication class last December in the University of the Philippines Diliman-College of Fine Arts.
Thank you to all my friends whose faces I used in my mockups. And credits to the sources from whom I've found stock images from (ie. the coffee mug, the cellphone, the laptop, etc.)
Thank you to all my friends whose faces I used in my mockups. And credits to the sources from whom I've found stock images from (ie. the coffee mug, the cellphone, the laptop, etc.)
PHASE 1: AWARENESS
Phase 1 brings in awareness to the campaign months before its release The copy states that The Adulthood Project "will be there for [them]", a reference to the theme song of the TV series. This phase uses social media blasts (eg. Facebook) and on-ground promotions at malls, train stations, and coffee shops via standees, mug engravings and utilization of community boards in coffee shops, and posters in public areas.
Left: social media blast on Facebook. The blast will ask how your day is going and it will respond based on your answer. If you say that your day is going well, the blast will respond, "That's great!" If you say otherwise, it will say, "Aww man! We're sorry to hear that." The blast will end by saying, "we'll be there for you."
Right: on-ground promotions at coffee shops, malls, and train stations. The community board's header says "What happened to you today, friend?" All copies end with "we'll be there for you."
Right: on-ground promotions at coffee shops, malls, and train stations. The community board's header says "What happened to you today, friend?" All copies end with "we'll be there for you."
PHASE 2: ACTION
Phase 2 brings in the launch of The Adulthood Project's communal platform where users can write their stories of everyday adult life from career shifts to learning how to bake for a date. Users get to have a "friend" out of the main characters of the TV show FRIENDS (Rachel, Monica, Phoebe, Joey, Chandler, and Ross) based on a quick 20-question personality test that they answer upon sign-up (sign-ups can be done via Facebook yay). The user gets to interact with the FRIENDS character as if they're actual friends. Case in point (see image below), Kree's personality is close to that of Chandler's and she will be seeing his stories on her dashboard.
The following images are mockups of the website and application.
Dashboard.
After the first three-four months since the start of the app, some stories will be gathered and made into short films.
App mockups (profile, dashboard, short films)
Application for the app/website. All stock images belong to their respective owners.
Phase 2 on-ground promotions from the app and website. All stock images belong to their respective owners.
PHASE 3: SUSTAINABILITY/TV SHOW (RE)LAUNCH
The final phase, occuring a year after the launch of The Adulthood Project, slowly brings in launch materials for the TV show. After a year of using the app/website, it will show the user how much they've grown within a year through a blast. Then, the website/app will start rolling out messages to users from their "friend". After which, The Adulthood Project will launch a short film/documentary detailing the influence of the project on the lives of young adults. The film will end with a short promo for the TV series and will mark the beginning of promotions for "FRIENDS".
Blast from the app/website will lead the user to a quick flashback of the memories/stories they've shared over the past year to show them how much they've grown as adults.
Each user gets a message from their "friend" talking about how proud they are of the user for how much they've grown.
A short film/documentary will be released on The Adulthood Project's YouTube account and will detail the influence of the app/website on the lives of young adults.
Phase 3 promotions in partnership with iFlix.
