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Kelly Lan

DESIGN BRIEF

06/21/2012

CLIENT NAME Solid Ground: Wisdom from Mother Earth

THE PROBLEM/OBJECTIVE People 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

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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 audience, 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

The Green Team Interview : : Alison Gartner


Walking & Biking

Reduce Waste & Save Energy

Pay A Premium 39% / 30%

Base: 18+ Apr 07- June 08 Make Conscious Effort Apr 09- June 10

to Recycle 60% / 65%

All Types of Pollution

Purchased Product : Household Cleaners and Paper Products

Women & Urbanites

GE, Clorox, Johnson & Johnson

HHI: $50-150K

AGE: 25-54 yrs.

25-34 More Likely to Shop Online for Green Products

Green Shoppers Asians: 53% Hispanics: 42% White: 37% Black: 33%


OUTDOOR ADVERTISING

WISDOM F RO M MOTH ER EAR TH

takesolidaction.com


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



Solid Ground