HUMMY SOME APP
Brief: Create a communication concept for Hummy, a soon-to-launch social media app that aims to break social misrepresentation of filters and fake projections by fostering genuine connection and active engagement.
We choose to target the “cool”, “edgy” and young GenZ’rs that look to disrupt the normal through artsy self-expressions. By using daily objects such as stickers, patches and pins - personal possessions that we call charms - as self-expressions to inspire users to explore all their cool and quirky interests. This resulted in a strategic activation campaign titled “Your Charms on Hummy” that extends into offline pop-ups and user-generated online activities. The design aesthetic has a raw and street-style execution supported by copy that focuses on attracting user participation, where everything stems from the crave for authenticity.