Brief: Rebrand the number 13
My interpretation was to target Triskaidekaphobia - fear of the number 13. Through my research I found that everyone is born with two innate fears, falling and sound loud noises, every other fear is learned.
Insights:
1) One of the best ways to overcome fear, is gradual exposure to what you are afraid of
2) Humour is a 'mature' defence mechanism. Looking for a funny aspect in an environment in which we lack control can help us to endure it
Concept
My concept was to create a survival guide to Triskaidekaphobia - with a twist. The insights I chose led to me to develop a playful tone of voice with a design to match. The guide has 13 pages that consists of solutions to daily encounters, survival tips and questions. Every page has a small, gradual, exposure.
I created the survival guide to Triskaidekaphobia through french folds, single paged stitching and pyrography - not your traditional survival guide.
To market the guide I created four simple, but effective, posters that state my insights and refer to certain encounters, all whilst slightly exposing the number 13.
