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The global legacy protect


The persons we have a great power, which we do and even what we buy can end up by saving the planet.


Initial Approach What is happening?


The persons are informed, know the reasons and the consequences of the climatic change, but they do not act.


CITIZENS

Pressure

POLITICIANS

Pressure

Initial Situation

COMPANIES


CITIZENS

Pressure

COMPANIES

POLITICIANS

Real Situaci贸n

Pressure


10 % of the big multinationals produces 73 % of the gases greenhouse. 50 major producers of CO2 have increased his(her,your) emission(issues) in the last 5 years.

Fuente: CDP Global 500 Climate Change Report 2013. CARBON DISCLOSURE PROJECT, organizaci贸n sin animo de lucro para medir el impacto medioambiental.


They have implanting processes to reduce hisemission of CO2. They have high indexes of environmental pollution.

They do not publicize his impact.

Fuente: CDP Global 500 Climate Change Report 2013. CARBON DISCLOSURE PROJECT, organizaci贸n sin animo de lucro para medir el impacto medioambiental.


Pressure

CITIZENS

POLITICIANS

The opportunity

COMPANIES


The oppotunity Press the major world issuers represents our major opportunity to achieve a change to great scale.


Strategic offer   That we propose?


The Objective The citizens buy and demand respectful products with the environment.


Strategic Concept BUY IT, SAVE THE PLANET


How do I recognize the products that are?


The Big idea Because we are going to mark them.


Create an own mark that identifies the marks and the products compromised with the planet beyond the laws.

A way of putting price to the emission of CO2, the cost of not taking our mark.


Target To whom do we go?


Target Men and women between 30-40 of class high average - average, with capacity of consumption. Trensetters. Lovers of the buys and the marks, they like to have the last thing that goes out to the market. Aroused. They know the environmental impact that provokes the consumerism. Persons who are going to generate the mouth to mouth on the product. They us are going to help to spread the mark and to establish it on the market.


BIG IDEA

VIDEO

DIGITAL

WEB

PRINT

EVENT

RR.SS.  

Media Planning


In short…


The (other) problem

  The big companies are not compromised by the environment and the politicians lack the power necessary to press them.

The opportunity

Big idea

The consumers yes have the power to press to the big issuing companies of CO2, if we achieve it it is our opportunity to achieve a change to great scale.  

Create a mark that identifies the marks and the responsible products with the environment, in order that the consumers could buy them opposite to the competition.  


The persons we have a great power, which we do and even what we buy can end up by saving the planet.


Brief Creativo Situación Actual

Medios

Nueva marca que garantiza el compromiso medioambiental en los procesos de producción.

RRSS, Video, Digital, Print

Cuenta con el apoyo de grandes empresas y marcas notorias, realiza un cobranding.

Reto Creativo -  Diseño de la marca: Naming e Identidad Visual Corporativa -  Campaña de lanzamiento

Público Objetivo Hombres y mujeres entre 30-40 de clase media-media alta, con capacidad de consumo. Trensetters y concienciados

Caminos Creativo - Estás concienciado pero ¿estás comprometido? - No te pedimos que cambies tú sino que hagas un poco más. No cambiamos tus hábitos los mejoramos - ¡Eres poderoso! Tu puedes hacer algo - No estoy comprando, estoy actuando/apoyando/votando


Naming Chance to Change à A small gesture marks the difference  


Creative Way  

- You are powerful! Your you can do something -  The ends are never good

Insight

Concept

The majority of the people is not ready to resign anything.

  A small detail marks the difference

Not we all change the world of the same form.

-  Do not change your habits, improve them  


Web - Shop - Who we are? - What you can do?


WPP "Chance to change" (english version)