D&AD Student Brief - AVIVA / IN SEARCH OF EVERLAND

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Creative Deck for D&AD Student Awards 2011 …

Creative Deck for D&AD Student Awards 2011
Client: AVIVA
Brief: To bring 500,000 children from street to school.
Concept: "In Search of Everland" - The new adventure of Peter Pan & Wendy.

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  • 1. “IN SEARCH OF EVERLAND”FINDING OUR WAY FROM STREET TO SCHOOL D&AD CREATIVE BRIEF
  • 2. CONTENTS THE HISTORY THE BRIEF THE CHALLENGE THE INSIGHT THE AUDIENCE THE SOLUTION
  • 3. TODAY’SSITUATIONMANY CHILDREN END UP LIVING ON THE STREETFOR DIFFERENT REASONS BUT STILL HOPE TO BECONSIDERED AND LISTENED.
  • 4. AVIVA’S FIGHT “WE PROVIDE SAFETY ANDCARE FOR OUR CUSTOMERS,BUT WHO PROVIDE THE SAME FOR STREET CHILDREN?”
  • 5. OURCHALLENGE GET 500,000 CHILDREN FROM AROUND THE WORLD OFF THE STREETS AND BACK INTO EDUCATION
  • 6. OURAUDIENCECHILDREN, YOUNG ADULTS AND THEIR PARENTS.TO BELIEVE THAT AVIVA HAS GREAT INTENTIONS TOHELP THE STREET CHILDREN GET BACK TO SCHOOL,THUS GAINING FAITH THAT THEY ARE A RESPONSIBLEINSURANCE COMPANY TO TURN TO.
  • 7. THEOPPORTUNITY “ I’M NOT DIFFERENT FROM A SCHOOLING I REALIZE THAT I’M LUCKY TO BE IN SCHOOL AND THAT CHILD AND IT I CAN HAVE THE SOUNDS FUN TO POWER TO HELP BE AT SCHOOL. ANOTHER CHILD. ”
  • 8. THEINSIGHT“THE ADULTS DON’T UNDERSTAND US.IT IS OUR WORLD AND OUR COMMONINTEREST ERASES ALL OUR DIFFERENCES.”
  • 9. IN SEARCH OFEVERLAND “THE ADVENTURE OF PETER & WENDY” “Finding our way, from street to school” Campaign
  • 10. IDEA Meet Peter. He comes from this faraway place known as, Neverland.MANIFESTO A magical place where nobody grows up, where the children of the land rule and the grown-ups are banned. This is their world. Their kingdom. A place where only the children will understand one another, play with one another learn from one another And, love one another Because no one else does. It’s a place they call home And this home Is the safest place to be Then comes Wendy, a child from the real world She is the only one that Peter allows in his Kingdom IN SEARCH OF She is the only one he trusts, and will take to explore their adventure to- EVERLAND gether Because beneath that pretty dress and tidy clean hair “THE ADVENTURE OF PETER & WENDY” they are the same Now Wendy will invite them to her world The place they resent The place they think they do not fit But Wendy will let them know, that there’s nothing to be afraid of Because this time round, she will take them to explore her world together. This is a story of Peter and Wendy. Follow them on their extraordinary expedition in finding their way from the streets…
  • 11. “THE HUNT FOR EVERLAND”1 DATE: THE WORLD’S CHILDREN’S DAY3 DIFFERENT CITIES: NEW DELHI, LONDON, ISTANBUL6 STATIONS: 6 VALUABLE LESSONS LEARNT
  • 12. WHEN IT COMES TO PLAY,THERE IS NO DIFFERENCE BETWEEN THEM THEY EXCHANGE THEIR PERSPECTIVE OF BEING IN & OUT OF SCHOOL
  • 13. THEYEXPLORE TOGETHERANDLEARNFROM ONE ANOTHER
  • 14. THE IDEA JOURNEY HOW WE WILL MAKE IT WORK
  • 15. STREET ART MATH CREATING 6 VALUES HISTORY LANGUAGE IN LEARNING AT 6 STATIONS CREATING CHALLENGES THAT WILL LEAD THEM FROM STREET TO SCHOOL GEOGRAPHY SCHOOL GOAL SETTING
  • 16. 3 PHASE JOURNEY PRE-LAUNCH EVENT DAY SUSTAINANCE “GREAT WALL MURAL! KEEP THE SP HOPE YOU FIND #EVERLAND :) ” -1. CREATE AVIVA’S TEAM 6 DIFFERENT STATIONS 1. ONLINE WEB TV 3. ALL TWEETS WILLOF FACILITATORS SET WITH CREATIVE CHANNEL TO BE PRINTED ONFOR EVERLAND HUNT TASKS THAT REVOLVE VIEW THE CHILDREN’S YELLOW BADGES THE VALUE OF LEARNING EXPLORATION THAT WILL BE PINNED2. INVITE BOTH IN RELATION TO SUB- JOURNEY ON A BIG CANVASSTREET AND SCHOOL JECTS BEING TAUGHT IN WALL IN THE SCHOOLCHILDREN FOR SCHOOL. 2. PARENTS AND THE SO THE CHILDRENEVERLAND HUNT MASS CAN SHOW CAN SEE THE OBJECTIVE: THEM SUPPORT WITH SUPPORT THEY 1. CHILDREN EXPLORE OUR “SHOUT-OUT- RECEIVE. AND SOLVE THE CHAL- LOVE” CAMPAIGN SITE LENGES TOGETHER. VIA TWITTER HASHTAG THEY CAN KEEP THE “COME BACK TO BADGES AS A KIND 2. ENTICE THE STREET #EVERLAND” REMINDER TO HOW CHILDREN TO CONTINUE LOVED THEY ARE THEIR LEARNING BACK IN BY THE WORLD OUT SCHOOL THROUGH FUN AND ENGAGEMENT.
  • 17. EVERLAND HUNT DAY PREPARATION START POINT 6 CREATIVE CHALLENGES “EVERLAND” FOUND! AUDIENCE ENGAGEMENTCREATE TEAMS OF 6 GOES TO STATION TEAM GOES FINAL CHALLENGE THE JOURNEY OF3 X STREET TO BEGIN THEIR THROUGH 6 ON “GOAL THE CHILDREN’S3 X SCHOOL “SEARCH FOR VARIOUS STATIONS SETTING” WILL TAKE EXPLORATION WILLCHILDREN EVERLAND” THAT WILL BE PLACE IN SCHOOL BE DOCUMENTED ADVENTURE! GIVEN A CREATIVE ON EVERLAND.TVBRIEF THE CHILDREN CHALLENGE - ALL OBJECTIVE:ON THEIR IMMINENT RELATED TO WHAT REMIND THEM THEIR PARENTS AND THELEARNING THEY CAN LEARN CAPABILITIES IN MASS CAN TWEETADVENTURE! IN SCHOOL SOLVING THEIR SUPPORT PROBLEMS EACH STATION THROUGH THE TWEET-BADGES WILL TAKE THEM GAMES SET WILL BE PRINTED ONE STEP CLOSER AND PINNED UP TO SCHOOL. AND THE ON SCHOOL’S WALL IMPORTANCE OF TO BE TAKEN BY SETTING GOALS CHILDREN TO IN LIFE REMIND THEM OF THIS FRUITFUL JOURNEY
  • 18. ONLINE BUZZ SUPPORT FROM THE MASS CAMPAIGN SITE “SHOUT-OUT-LOVE” TWEET WALL TWEET WALL AT STATIONS EVERLAND EVENTUALLY PRINTED OUT WEB TV VIEW ALL TWEET WALL AS YELLOW BADGES TO BE GIVEN TO CHILDREN! PARTICIPATING CHILDREN’S PROFILES LOVE TWEET LOVE TWEET LOVE TWEET LOVE TWEET LOVE TWEET LOVE TWEET LOVE TWEET LOVE TWEET LOVE TWEET LOVE TWEET LOVE TWEET LOVE TWEETTO VIEW ALL EVERYONE CAN TWEETDOCUMENTED IN THEIR SUPPORT WITHWEBISODES OF THEIR HASHTAG #EVERLAND LOVE TWEET LOVE TWEET LOVE TWEETEXPLORATION JOURNEY TWEETS WILL BE PROJECTED ON TWEET LOVE TWEET LOVE TWEET LOVE TWEET WALLS AT EACH STATIONS WHERE CHILDREN CAN SEE THEM
  • 19. “GREAT WALL MURAL! KEEP THE SPIRITS HIGH AND FLY! HOPE YOU FIND #EVERLAND :) ” - @MAGDELINE_TIN SEARCH OFEVERLAND EVERLAND TV CHANNELHOMETHE STORY ESSE DANIELS X JACOB KLEINERABOUT THE EVERLAND HUNT VIEW TEAM PROFILEMEET THE CHILDREN SEND A LOVE SHOUT!SUPPORT THEM FOLLOW THEIR ADVENTURE!FOLLOW THEIR JOURNEY WATCH!CONTACT US 15:07pm / Team A Art Mural Accomplished 11:07am / Team F Kings Cross Road Communication Game Oxford Circus 17:07pm / Team B Musical City Taking Place Bethnal Green Road
  • 20. “... AND THEY LEARNHAPPILY EVER AFTER”IN SEARCH OFEVERLAND