“Liveable community,” a term simple to understand yet difficult to define. At a first glance, we wanted our version of a liveable community to be one that is environmentally sustainable. Perhaps, this idea was what other teams may have thought of or came across at some point given such global-scale importance. But somehow, it could also be a cliche and repetitive topic - challenging to standout amongst the crowd of creative communication students. Hence, we desire more, we envision a community that goes beyond merely possessing environmental sustainability.

We discovered pineapple fibres as a perfect tool that visualises our liveable community: a community that enables environmental well-being, economic prosperity, and cultural preservation. Together with the collaboration with ANANAS, a local Thai brand specialising in pineapple fibres, we launched an online communication campaign on their behalf, enhancing their online presence and broadcasting educational content to Gen Z, a generation in favourite to appreciate the values pineapple fibres hold and the positive impact it has to offer.

Having carried out the campaign on Instagram and Facebook, we employed a multifaceted approach to effectively broadcast engaging contents while highlighting the significance of pineapple fibres. Meanwhile, further collaboration with sustainability-focused media outlets reflect our commitment to amplify the contents to a larger yet niche audience.

Acknowledging the fact that the campaign is temporary, we constructed a visual toolkit for ANANAS to ensure communication consistency and paving the way for simple and efficient continuation of their online contents.

‘Beyond fibres’ was deliberately chosen as a name of the project to reflect the far-reaching and positive impacts of pineapple fibres. The project offers a beacon of hope, envisioning a future where the target audience will recognise the value of pineapple fibres and harness their potential. When this hope is fulfilled, our liveable community will be expanded and enriched.