Helen Neville - Art Direction, Copy & Graphic Design
Cara Stricker - Photography
Kevina-Jo Smith - Styling
Tammy Moir - Eskimo
2010 YoungGuns Creative Brief - ‘Drop one product’
Why are we advertising? (Background)
The desire to truly take hard economic decisions to responsibly manage the future of our planet by governments and corporations was shown lacking in the failure of 'Copenhagen Climate Change Summit' in 2009.
We must understand that the future of our planet is the responsibility of all of us and we need to stop abdicating that responsibility to governments and corporations who have their own agendas, political and commercial.
We must also realize that the smallest of act of restraint by us individually in our behaviour as consumers can have an enormous collective positive effect on the environment and the future.
Consumer societies drive the belief of individuality through multiple product choice, but it comes at the expense of our environment.
Just stop and think about all the choices in any product range that you use (for example, toothpaste, cereal, cars, clothes, pens etc) and then think about the tonnes of resources used, carbon emitted and waste created in the process of production and packaging those millions of choices, for you.Personalization is an important part of being human, but at the cost of our planet and future?
Role of the communication?
To make each person realize the simple action of asking themselves one question:
“Do I really need that?”
and by making the conscious choice to 'drop one product', whatever it may be, that they start their own Butterfly effect of indulgence reduction that will have a positive effect on the future of the planet.
The simple act of dropping one product that you really don't need, or changing the way you consume it, will reduce waste creation, resource drain and other negative production impacts on the planet.
For example, think about that plastic bottle of water you have in your hand now.
Over 1.5 million tons of plastic is produced and used each year to bottle 89 billion litres of water. The carbon footprint and other environmental impacts in the production and delivery of that plastic bottle to your hand is significant.
Further, what happens when you are finished with that bottle? Well, even with the best intentions of recycling there is something called the “Pacific Ocean Garbage patch’ (Google it), a swirling mass of garbage (90% plastic) about the size of Texas out there in the Pacific Ocean. And it is getting bigger every day.
Let's be clear, this is NOT an anti-advertising campaign. We are looking for an idea that inspires each person to take stock of their own consumption habits and look to reduce it by at least not purchasing one item that they do not really need, or could attain in a less environmentally harmful way. With the bottled water example, use a glass and tap water instead.
This role of the communication is to deliver a message of restraint, of reduction, of indulgence control, to get comprehension that simply by not acting as a blind consumer can help our planet survive by creating new economic, social and commercial realities for producer organizations and governments.
Primary target
Consumers
Mandatory Inclusions (Logos, addresses, legals, permit no’s, etc)
Logo / mark – you need to create one
Advertising requirements
Print, Video, Digital, apps – whatever you think is the best communication channel for your idea.
Prize
US$1,000 hard cash coz we think you deserve to get paid for a good idea.
YoungGuns will promote the idea on the site and with relevant organizations to try and get funding to create and run the winning idea.
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