NYC Fairy: Cruise in Conflict

PrizeFinalists in Illustrate (graphic)
CompanyYeonji Choi
ArtistYeonji Choi
Design TeamYeonji Choi, Yi Luo
Video URLView

NYC Fairy is a campaign aimed at raising awareness of public transit equity and providing a clearer picture of the government’s unreasonable subsidization of NYC Ferry. NYC Ferry is an economically inefficient and unequal traffic system, serving mostly the higher-income citizens while running on the subsidization drawn from all taxpayers. We started with a parody Instagram account idea and expanded it into a 360-degree activation campaign. For the visual identity, we opted for the iconic Tinker Bell from Peter Pan to achieve the utmost brand awareness and biting effect.