Social Experiment + Print Ads
No child is born with racial prejudice. It is a learned behaviour.
In a proposed collaboration with Faber Castell, the idea is to engage children aged 4-6 using colouring books filled with outlines of characters often associated with racism and prejudice.
At an innocent age where racial bias hasn’t sunk in, the kids would colour the pictures any way they want, rendering the threatening images harmless, even funny.
The concept includes capturing this process on video to showcase the unfiltered purity of their responses. The colorful outcomes could then be transformed into posters and print ads, aiming to spark broader discussions on racism and promote awareness.
Creative Direction: Shawnn Lai
Art Direction: Harshmeet Kohli, Richard Cagomac
Copywriter: Uma Rudd Tan