W+K platform project

The Wieden + Kennedy unit Platform held a worldwide recruit for new talents in 2009. I was selected to join final competition held at Wieden + Kennedy, London. This honor was given to 40 candidates selected from 180 competitors.

Here is the contest project for entry:

W+K Platform Brief:
Think of something that really tests your patience, fix it or offer a better solution




[ Get A Real Face and Book ]
There’s no doubt that the invention of internet has totally changed our life. At the beginning, we didn’t know anything about internet, and then we learned how to deal with it, but now we are so addicted that we can’t live without internet. A day without googling or facebooking has become unbearable to us.


//Idea
I came out with an idea which reverses the way people meet people on the net. I want to create a way that people find it’s still interesting to meet people in reality world and makes them to experience again “the real world” with “the real things”.

“GET A REAL FACE and BOOK”
I name this project on purpose, making it a bit ironic; kind of like knock on people's head when they see the book. “GET A REAL FACE and BOOK” is not going to replace the internet community, just offer people a chance to remind them the face-to-face, real communication, the old fashion way still exists, and it’s as fun as the internet way.

//Three things about “GET A REAL FACE and BOOK”


[REAL FACE]
Those are real faces in the book, no fake photo, no after-Photoshop photo.
[REAL PEOPLE]
On the net, you can’t feel them, touch them, hear them. But you can now with this book.
[REAL BOOK]
You can take it anywhere without computer, Bluetooth, and it’s definitely wireless!


//experiment

You can download the document for more details