Bjarke Ingels Group (BIG) - Yes is More
By adopting a comic book style, BIG challenged traditional architectural presentations, effectively communicating their ideas in a playful yet informative manner, thereby reaching audiences beyond the typical architectural community.
The campaign's centerpiece is the "Yes is More" exhibition, first showcased at the Danish Architecture Centre in 2009, which utilized visual storytelling to demystify architecture and illustrate BIG's creative process.
The campaign targets a diverse audience, including architecture enthusiasts, professionals, students, and the general public interested in understanding contemporary architectural practices.
TARGET AUDIENCE
About the
Campaign -
By adopting a comic book style, BIG challenged traditional architectural presentations, effectively communicating their ideas in a playful yet informative manner, thereby reaching audiences beyond the typical architectural community.
Core Theme of the Campaign -
1. Innovative Storytelling: BIG utilized a comic book format to narrate their architectural journey, making complex ideas more relatable and engaging.
2. Philosophy of Positivity: "Yes is More" embodies a proactive approach to design, emphasizing possibilities and optimism in architectural solutions.
3. Accessible Content: The campaign breaks down barriers between architects and the public, fostering a greater appreciation for architectural processes.
4. Exhibition Success: The initial exhibition in Copenhagen garnered significant attention, leading to subsequent showcases in cities like Bordeaux and Stuttgart.
5. Educational Impact: The campaign serves as a learning tool, inspiring future architects by providing insights into BIG's innovative methodologies.
6. Global Reach: By touring internationally, the campaign highlighted BIG's global influence and their commitment to sharing knowledge across cultures.
7. Encouraging Dialogue: "Yes is More" sparked conversations about the role of architecture in society, encouraging public engagement and discourse.
8. Legacy of Innovation: The campaign solidified BIG's reputation as forward-thinking designers who challenge conventions and embrace creativity.