Mar 07, 2016
Kelly Lan
DESIGN BRIEF 06/21/2012
The Green Team Interview Alison Gartner
CLIENT NAMESolid Ground: Wisdom from Mother Earth
THE PROBLEM/OBJECTIVEPeople are not use to thinking about the environment as an economic resource. Nature provides free products and services, such as purification of air and water, that sustain and fulfill human life. Yet “what we obtain too cheap, we esteem too lightly.”
The solution: A campaign around an idea that mother earth is speaking to you.
THE CORPORATE PROFILE• Brand Essence: Product = Information, Mother Earth is all our mothers and we need to listen to what she is saying
This non-profit organizations seeks to partner up existing companies and environmental foundations to rally for one cause: protecting Earth’s life-support systems. Company alliances includes GE, Starbucks, johnson & johnson
• Tone/Manner/Voice of Brand: eye-opening, urgent, credible• Key Product/Brand Attributes: Maintain a solid ground and preserve irreplaceable ecosystems that supplies life
supporting services for us.
MARKET• Brand Positioning: non-profit sector• Competition: Greenpeace, WWF, National Geographic, other environmental protection campaigns and initiatives • Consumer Target: people/corporation who work directly with raw material/the environment for a living, urban audi-
ence, established corporate brands/leaders/policy-makers• Conceptual Target: To the general public who cares for the environment • Desired Consumer Action: To be more environmentally conscious, network with us, share the information
DELIVERABLE(S)• Means: 1) ad campaign 2) web presence 3)packaging• Communication Priorities: Mother Earth metaphor push the idea that gift from nature is worth protecting and there
are ways to integrate it to businesses. • Visual Priorities: brand colors (purple, teal, red, gold) , showing ‘brother and sisters’ (ecosystems), storybook
: :
AGE: 25-54 yrs.
HHI: $50-150K
Walking & Biking
Reduce Waste & Save Energy
Women &Urbanites
All Types of Pollution
Pay A Premium39% / 30%
Make Conscious Effort to Recycle60% / 65%
Base: 18+Apr 07- June 08 Apr 09- June 10
Purchased Product :Household Cleaners and Paper Products
GE, Clorox, Johnson & Johnson
25-34 More Likely to Shop Online for Green Products
Green ShoppersAsians: 53%Hispanics: 42%White: 37%Black: 33%
WISDOM F RO M MOTH ER EAR TH
takesolidaction.com
OUTDOOR ADVERTISING
WISDOM FR OM MOT HE R EA RT H
takesolidaction.com
Magazine Advertisement
takesolidaction.com
WISDOM F RO M MOTH ER EAR TH
Web Introduction
Web Presence
:30 “Staying Grounded” TV Spot
Corporate Partnership