Trent Bigelow at TBWA\Helsinki's Wakeup Meeting Seminar on 9 Feb 2010, keynote presentation

TRENT BIGELOW

UNINTENTIONAL

Way, back in 2004...

ECONOMIC UNCERTAINTY. TERRORISTS. CORRUPTION. TOTALITARIANISM. POVERTY. DISEASES. CLIMATE CHANGE.

MAKE MEANING. MAKE THINGS THAT MAKE PEOPLE HAPPY. MAKE JOBS DOING THAT. MAKE THE WORLD A BETTER PLACE.

Windstream Technologies WIND POWER FOR EVERYONE.

< 1 meter et er .1 m < 0 < 0.5 meter

$1 .00 * *Some costs have been externalized.

Bill Bradbury Democratic Contender for Governor of Oregon (USA) West Coast Leader, The Climate Project

Small doesn’t mean weak. Just be smart about it.

A PRIMER: BRAND EVANGELISM

Sell an identity. NOT A PRODUCT.

DEFINE THE ENEMY.

What is your consumer’s world view?

CREATE A SENSE OF URGENCY.

vs. DEFINE THE DUALITY.

BUY ONE, GIVE ONE..

CONSUMERISM FOR GOOD.

REBRANDING: GLOBAL CLIMATE CHANGE

NO WAY.

Dear Marketers: IT’S OUR FAULT.

T he Challenge Global climate change is a collective problem, that affects every living creature on earth.

T he Challenge Due to the collective nature of a universal problem, the risk is distributed across all living beings, rather than concentrated on the individual.

T he Challenge Consumption of goods is a central component of modern living, often attributed as key to comfort and survival.

Asking Questions Who is responsible for global climate change? Society as a whole, or the action of an individual?

Asking Questions Should we focus on the collective action of many individuals’ own small steps within their control, or should there be a few larger actions by the few with power like governments and major corporations?

What is T he Bystander Effect? The presence of a group actively inhibits an individual from acting in an emergency situation. (Latané & Darley, 1970).

Understanding the Bystander Effect Diffusion of responsibility: In a situation where only a small percentage of the bystanders can take action, responsibility is diffuse. Each individual feels he or she has only limited responsibility for the negative consequences of inaction.

Messaging, tone implies limited threat everywhere evenly moderate, temperate not local not in my backyard slow like a sunny day abstract Global warming } positive sounding less winter better weather not immediate

Messaging, tone implies limited threat ominous, but not threatening going to happen anyway weather limited immediacy better change = good abstract Climate Change } “change of scenery” on the beach vacation time naturally occurring

Alternative Messaging decision needed preferred alternative to death that’s us! our only home danger human kind we live here act now } Survival of Life on Earth the most important thing in the history of everything, ever! we (as in you and yours) will die, unless you do something immediate action required otherwise, find a new planet

Alternative Messaging It’s about protecting the quality of life. we need to get to work to save ourselves = think gas prices are bad? watch out for water prices! people (not polar bears) ( greedy bankers = financial slowdown ) < ( apathetic consumers = economic meltdown ) the cost of prevention < the cost of adaptation

It’s about: PROTECTING OUR WAY OF LIFE AS WE LIKE IT.

A LOOK AHEAD: CLEANTECH IN 2010

“Investors have a right to know which companies are planning to be part of the clean energy future and which are lagging behind.” Fred Krupp President, Environmental Defense Fund

copyright BusinessWeek/Bloomberg

Wan Gang BYD’s US & EU-Destined EV Minister of Science & Technology

Hey guys, I’m not sure you know this, but you have an awesome green brand story waiting to be told to the rest of the world. = ✓ . TRUSTED

The problem is, no one has told it yet, and the longer Finland sits by the longer it remains only known for cell phones and elevators. Hope you guys like your Geely.

THANK YOU SAY HEI... TRENT@LUOVAGROUP.COM BRANDNEWRELIGION.COM

Trent Bigelow at TBWA\Helsinki's Wakeup Meeting Seminar on 9 Feb 2010, keynote presentation

by TBWA\Helsinki on Feb 24, 2010

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Trent Bigelow at TBWA\Helsinki’s Wakeup Meeting Seminar on 9 Feb 2010, keynote presentation — Presentation Transcript