Meiling Yu (Gigimei)

The whole portfolio contains seven projects in the past two years. They are YCN –  Fedrigoni & Dalston’s, No Value to Value – Nike, BJL – Florette Salad, Female Friendly Flying, Whip, YCN – Stance and D&AD – Lego.

YCN - FEDRIGONI * DALSTON'S


“In England, it is estimated that annually we use 4.7 billion plastic straws. Most of them are flushed down toilets can end up in waterways and oceans.” So, reducing the use of plastic is important. Replacing plastic with paper – through a partnership between Dalsoto’n and Federigoni – will help customers seeking out a straw by giving them one with their drink.

YCN - FEDRIGONI * DALSTON'S Image

NO VALUE TO VALUE - NIKE


Every year, air pollution can cause nearly London’s population people death. In order to encourage low carbon travel, we cooperate with NIKE brand try to let people see the smog on the air.

NO VALUE TO VALUE - NIKE


Every year, air pollution can cause nearly London’s population people death. In order to encourage low carbon travel, we cooperate with NIKE brand try to let people see the smog on the air.

NO VALUE TO VALUE - NIKE Image

BJL - FLORETTE SALAD


Liberated your lunch from sandwiches. Florette salad is healthy and always made with sunshine. A live brief set my Manchester agency BJL.

BJL - FLORETTE SALAD


Liberated your lunch from sandwich. Florette salad is healthy and always made with sunshine.

BJL - FLORETTE SALAD Image

FEMALE FRIENDLY FLYING


It is common for women to suffer unjust treatment in the airline industry but this is often overlooked. These can be perceived in several aspects. For female employees, the cabin crew uniform policy is often based on the gender stereotype and the number of female pilots is significantly smaller than that of male. As to the female passengers, most airlines don’t have a thorough system to handle sexual harassment and the design of the aircraft and facilities often doesn’t consider the needs of women. Women and men who care about gender equality have been fighting for this. Our campaign for the Fawcett Society, Female-Friendly Flying, is to encourage people to use our accreditation system and to travel with Female-Friendly Flying flights only, in order to pressure airlines to provide women with better flight conditions.

FEMALE FRIENDLY FLYING Image

WHIP


People don’t always like changes, especially if it’s something they are already used to and love. So it’s not easy to accept whip without walnuts. But changes bring you great opportunity to re-image what’s possible. Our audience are young people aged 15-25. They love social media challenges and to express themselves. So, we launch a challenge to encourage people to create their own version of whips. Our campaign, WHTS’S ON WHIP, it will start with press publicity and finish competition digitally (Instagram). The winner will win a year’s whip supply.

WHIP Image

YCN - STANCE


Men sweat easily, and that’s uncomfortable. Stance can help people realize no sweat. Our audience is 18-34 years old men, they love sports, so breathable underwear is important to them. Our campaign, STANCE EXERCISE WEEK will combine online and offline activities. We encourage people to wear stance underwear for exercise and experience the breathability of stance fabrics by themselves.

YCN - STANCE Image

D&AD - LEGO


The dramatic increase in urbanized areas causes the corresponding loss of wildlife. All 20 species on the list of “common birds in decline ” halved in population since 1970’s. So it’s important to protect the wildlife in the city.

Our campaign, LEGO BY NATURE, is to encourage teenagers to use their old childhood LEGO bricks to build nests and feeders for birds and insects to sustain urban wildlife.

 

Portfolio Details



Portfolio Categories


  • Degree show 2020
    • BA (Hons) Creative Advertising