Ignore Jasmine

Art Direction, Editorial Design

Many courtesy campaigns are promoting a kindness movement to cultivate a nation culture.
However, these campaigns generally do not explain the emotional cycle of Sorry, Please and Thank You.

Through this 88-pages publication, you can experience the different emotions involved in these three words.
When one refuses to acknowledge, they ignore.
When one starts to acknowledge, they fear to say sorry.
When one needs to say sorry, they beg and please others.
When one wants to show gratitude, they say thank you.

The objective of this project is to promote Sorry, Please and Thank You as a nation culture.

And convey the message that, a simple Sorry, Please and Thank You can make a difference.

Award won
Adobe Design Achievement Awards 2011, Illustration Semifinal

Featured in
Culturepush, June 2011