Nawaazish
Campaign Design - Entry @ D&AD Young Blood Awards 2017
The Monotype brief of the D&AD Young Blood Awards 2017; "Type your Culture" asked us to create a campaign to bridge cultural or communal stereotypes and tags through typography.
"Nawaazish" means kindness. Nawaazish is an urge to spread love and patronage instead of judging and outcasting certain communities; by looking at the beautiful aspects of their culture and the good they have given to the society; because in today's age, the world could do with a little peace.
The Muslim community has now for long been stereotyped. To do away with the negative feelings around the community, Nawaazish uses words from the Urdu language, the beauty and meaning of which is second to no other language in the world; illustrated in the form of a knotted words on a 'Dargah' wall, where people pray and knot their hopes.
Each word caters to one achievement or contribution of the Muslim community to the world. The campaign urges people to "knot" for hope and "not" for hate; thereby spreading some love and peace amongst the chaotic world.
An interactive print advertisement, where in the audience will join the dots to complete the pattern and the ‘Urdu’ word that challenges people to think beyond the said dots set by the world. Urging the people to not let assumptions take over a basic sense of humanity and communal love. The second set of the print ad is the complete ‘dargah’ wall forming from the five individual posters.
A knot being formed to make yet another beautiful ‘Urdu’ word in the form of a GIF, for continuity, for hammering the same idea of acceptance, empathy and taking your own pledge of knotting for peace, one day at a time, one step at a time.
Building a ‘cultural wall of hope’ knotted with pledges of peace, dreams, miracles, words, soulfulness. We aim to call people from all over the world to knot on this virtual cultural wall of hope through a website, and share their pledges of knots on other social media sites, as to create awareness of love, understanding and empathy.
