youth is wasted on the young
Problem/ChallengeBrita wantsUAE market behaviorbottled water     filtered tap water
Brita isCheaperCleanerMore Environmental Friendly than bottled water.
Facts and numbersAccording to a report of the World Wide Fund for Nature (WWF), roughly1.5 million tons of plastic are exp...
ApproachPurely environmental
Campaign brief/strategyMarket BackgroundFounded in 1966Philosophy: -Improve the quality of their tap water            -A s...
Advertising Objectives: Get people to drink Brita filtered water instead of bottled                        water; create a...
GoalsCreate an on the ground project that will push young students tochange their behavior and call out for action.Create ...
Tittle of the projectMessage in a bottle               (selling line)
Phase one11th September - 25th SeptemberChallenge the governmentContact restaurants and venuesOffer students a platform to...
Phase two25th September - 8th October  Students will create their art pieces from all the plastic bottles we collected  Wh...
Phase three9th October - 15th OctoberThe Exhibition will be open to the public and the mediaInviting art professors and ar...
PhasefourAfter 15th of October The art team of 5 that got the most votes will travel to Germany to meet awell known artist...
Student messageFeeling Bottled in?Well, tell me about it!We shall join forces & attack the bottle-ness Form a team of 5 & ...
Mass messageI travelled the 7 seas hoping to get to you;More like the 7 oil stains on earth!Plastic water bottles are ruin...
Thank you
Lynx Academy 2011 - Presentation Group 1
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Lynx Academy 2011 - Presentation Group 1

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The Lynx Academy sponsored by Leo Burnett is a chance for students to learn from advertising professionals during the Dubai Lynx Festival.

At the end of the programme they are given a brief to present to the agency.

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Lynx Academy 2011 - Presentation Group 1

  1. 1. youth is wasted on the young
  2. 2. Problem/ChallengeBrita wantsUAE market behaviorbottled water filtered tap water
  3. 3. Brita isCheaperCleanerMore Environmental Friendly than bottled water.
  4. 4. Facts and numbersAccording to a report of the World Wide Fund for Nature (WWF), roughly1.5 million tons of plastic are expended in the bottling of 89 billion liters ofwater each year.In the United States, plastic used to create bottles uses an estimated 15 mil-lion barrels of oil annuallyMost bottled water is consumed away from home, usually at a park, in anoffice or even while driving — areas where there›s usually no recyclingThe opportunities for recycling outside the home are minimal40 million bottles a day go into the trash or become litterThe recycling rate for plastic bottles is around 30 percent.1 filter replaces 150 plastic bottles.
  5. 5. ApproachPurely environmental
  6. 6. Campaign brief/strategyMarket BackgroundFounded in 1966Philosophy: -Improve the quality of their tap water -A symbol of power and clarity -Movement and regeneration -Life itself Products: Household water filter systems & cartridges -Jug water filters -On Tap water filters -Water filter dispensersCompetition: Bottled Water such as Perrier, Arwa, Aquafina, Nestle, MasafiBuisness Objective: a world where drinking water of the highest quality is always available to everyone.
  7. 7. Advertising Objectives: Get people to drink Brita filtered water instead of bottled water; create a bigger market shareTarget audience: -Youth (Tweens) -Government -Distributors -MediaMedia: -Social Media -Public RelationsBrand Promise: Innovative products and solutions that enable people to experience the best possible drinking water according to their individual needs.Support to proposition: Credibility through UNTone of Voice: active, casual, friendly, familiar, credible, trustworthy
  8. 8. GoalsCreate an on the ground project that will push young students tochange their behavior and call out for action.Create an emotional relationship between brita and the studentsShow interest in the youth and make them take part of the brandCreate an act of mass participationCreate a community for students to feel motivated, inspired, influencedand influentialCreate awareness about the brand itself which is a new productcategory in the UAECreate an intersection between entertainment and advertisingCreate contagious energy and excitementBenefit from social networkingCall out for governmental supportCreate an energy that will last: through the installation that can betaken back to campus and through the Facebook page and website
  9. 9. Tittle of the projectMessage in a bottle (selling line)
  10. 10. Phase one11th September - 25th SeptemberChallenge the governmentContact restaurants and venuesOffer students a platform to express themselvesCall industrial countries to send all their plastic bottle trash to us.Create one of the biggest art installations for plastic bottles in Dubai
  11. 11. Phase two25th September - 8th October Students will create their art pieces from all the plastic bottles we collected While they are creating their art pieces no media access will be allowed Students will be encouraged to tweet about their progress and experiences.
  12. 12. Phase three9th October - 15th OctoberThe Exhibition will be open to the public and the mediaInviting art professors and artist from around the emirates asking them to volunteerin crystallizing the work of the students.We will be inviting the most influential people in the UAE for the opening ceremony.We will then inform that to vote for an art piece, the voter shall sign the petition toinstall more Brita water fountains around the emirate.
  13. 13. PhasefourAfter 15th of October The art team of 5 that got the most votes will travel to Germany to meet awell known artist as well take part in his or her exhibition. The art pieces will be placed around the UAE branded by Brita. We will collect the results of the petition & plead the government for the water fountains. The art pieces will be exhibited on our website.
  14. 14. Student messageFeeling Bottled in?Well, tell me about it!We shall join forces & attack the bottle-ness Form a team of 5 & apply on our Facebook page “Brita”Then show up on the 25th of September & embark on the journeyThe journey that will transform plastic bottles into expressive art piecesWe will win the fight hand in hand, one bottle at a timeThe best art piece voted by the art exhibition attendees will embark onanother journeyA journey to Germany to work in an exhibition with a top artist
  15. 15. Mass messageI travelled the 7 seas hoping to get to you;More like the 7 oil stains on earth!Plastic water bottles are ruining my journeys,And they shall be sent to doom on Oct 9th till 15th,They will be showcased as art pieces in an art gallery of its kind in Jam Jar,Send the message to your friends, not using a bottle,But our Facebook page “Brita”
  16. 16. Thank you

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