My Bridge 1 project was to design a Chindogu to solve Madeline’s problem of biting her nails. She discussed how the habit of biting her nails was addicting, but distracting to her in her daily life. Nail biting prevents Madeline from performing everyday tasks and projects efficiently, since her hands are occupied. In order to solve this problem, I designed fingernail coverings made of Staph bacteria. The staph bacteria was placed in agar, an edible material for growing bacteria. My science professor helped me streak the bacteria and grow it over the weekend. The idea was that you would stick your finger in the tube, pull out the agar, and be able to chew on your nail bacteria instead of your nails. Or rather, the bacteria would psychologically deter you from wanting to chew your nails. My elevator pitch was: “Don’t sacrifice your manicure any longer! Now you can chew on the same nail bacteria you crave, without the damage! Just stick your finger in the tube, pull it out, and your chewable treat will be right at your fingertips!”. The agar was dyed pink so that when the staph bacteria grew, the yellow change in color would indicate its presence. This is because as staph grows, it ferments, thus causing the color change. I think that choosing staph bacteria was crucial, it is a dangerous and known bacteria. If I had chosen a bacteria that was not harmful, or not generally known, its “scare factor” would not have been as effective, and the product would not be as astonishing to people. I think the danger of my product is intriguing, and would make it a topic of discussion. People can participate in the experience of the product psychologically, and not necessarily have to physically interact with it. This is because my product is like a psychological weapon. What is deterring you from biting your nails is not necessarily because the agar is so delicious, but rather that the thought of eating bacteria is gross.
I chose the company, Campbell’s, for my culture jam, as they replicate American comfort food that can be eaten conveniently out of a can. Since nail biting is an activity based on comfort, I thought that Cambell’s would be the perfect brand to warp the marketing around. My poster design was based on vintage Campbells ads, in which an illustrated version of the product is shown with a portrait of a woman. Vintage Campbells ads also often include longwinded explanations of their products, which is why I placed my elevator pitch on the poster. The quote at the top of my ad that says, “Again And Again, You Want Its Delicious Flavor,” is a quote from a real Campbells advertisement that I thought paired well with my idea of eating your own nail bacteria. The idea that Campbell’s has been an American symbol for instant comfort for generations, makes the context for engaging with my Chindogu “instant” as well. My chindogu can be enjoyed at any time, since it is bottled for convenience. A question I have to ask is if anyone would actually eat these finger coverings! Is the idea that it is dangerous staph bacteria enough of a deterrent, or do the inviting colors of the agar persuade you to want to eat them?