Sonnet - OPTIMISTIC FUEL

Role: Art Direction/Design/Video Execution
Collab: Brian Lim, Hyunmo Ku, Regina Park, Haeun Kim
Instructors: Sungkwon Ha, Jungho Oh, Yeonsang Yoon

Knowing that they voice a lot of their frustrations online, Optimistic Fuel gives millennials a chance to use their negative social posts to pay for something they actually need for their cars: Fuel. The negative posts are replaced with Sonnet optimism to further spread the positivity online. With Optimistic Fuel, Sonnet shows millennials that even when things suck, something good could come out of it. If optimism can be fueled by negativity, what’s the best that can happen?

INSIGHT

There are so many things that upset and anger the millennials out there, they are full of negative energy and has no where to channel it but online – negative social posts.

IDEA

Sonnet will take this chance to champion optimism by offering millennials free gas at the cost of replacing their negativity online with Sonnet's optimistic content.