To find a way to tie both Befrienders and Digi together, we used decided to use Digi's yellow man mascot into the collaboration.
Background
The yellow man, or Yellow Coverage Fellow, was Digi's mascot for their advertising campaign for promoting their upcoming nationwide coverage.
The campaign was paired with the memorable 'I will follow you' song, which was to represent the brand's quest to always be with their users.
However, the mascot has long since been discontinued. We then decided to take the discontinuation aspect of the mascot and play on the nostalgia of Digi's users and the public.
The gist of the story is that, while he was absent from society after the discontinuation of its campaign, The Yellow Man experienced social isolation and loneliness from no longer being in the public's eye. And when he returned for the collaboration, we want to talk about how being isolated can lead to mental health issues and he aims to bring awareness towards mental health.
We also want to use the Yellow Man as a symbol of connection to those who are suffering from mental health by telling them that he is always there for them. From here, we decided to do some sketches of him and try to find a way to implement Befrienders telephone logo alongside the Yellow Man himself.
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