2. THE STORY FROM BEHIND THE SCENE
The assignment asked us to imagine any kind of bread and find a creative path
to getting as much value out of it as possible.
The usual way to solve this challenge, most people would seek a very
rare/expensive kind of bread that they could then sell at a very high price to a
very niche market.
However, we wanted to take the regular brown seeded bread (It looks good, it is
healthy, it‟s not really expensive)..and change it‟s meaning.
3. REFRAMING THE PROBLEM – MEANING CHANGE
Thinking about how can we get more value out of a bread, it was obvious we
must see our bread as much more than a type of food.
In order to raise awareness around our initiative, we did not only think about
an event or a person that could endorse us, but about ’’THE EVENT‟‟ . The
most important event, the one that was going to change the lives of the
American people from the US and around the world: the US Elections 2012.
And maybe this is a surprise, we didn‟t ask the new president to endorse
us, but we are the ones to endorse him!
In practice we decided to take a loaf of brown seeded bread and give it the
shape of Barack Obama‟s portait. We will then frame the portrait and give it
out for auction. The money raised during the auction will be used to help the
population that was hardest hit by the Sandy hurricane.
4. THE WORK OF ART
The investment for this project will be 0 $ since the artist will work voluntarily
and we already have the bread, the object we will be transforming.
Example of ‟‟food art‟‟ using bread:
5. Target group
With this unconventional (and tasty!) merchandise, we are targeting Obama‟s
biggest fanatics and especially, the most generous ones among them, those who
are willing to spend few hundreds of thousands of dollars to have Obama‟s portrait
framed on the wall.
The action plan
After the bread will be transformed in a genuine form of art, we plan on offering it
for auction.
The auction type will be „‟bidding fee‟‟, meaning that in order to participate each
participant must pay minimum fee. This will be set at 5000$. The highest bidder
wins the portrait and all the money raised will be donated.
As part of an event, Obama will send a live message to all the attendees.
We hope to raise more than 600.000$.(100 attendees + 100.000$ the portrait)
6. The purpose of the auction
To raise money for the victims‟ of Sandy, the hurricane which hit the East Cost of the
US, Canada also Jamaica, Cuba, The Dominican Republic, Haiti and Bahamas.
The money will be used especially to help the hardest hit people in the US territories.
Media tools
A series of online press releases sent to NY Times, LA Times, Wall Street Journal and
also the support of the White House‟ media team is sought.
This action meant to inform the opinion formers and the whole population about the
event.
Also, personal invitations will be sent to some of the most popular of the Obama‟s
endorsers.
We chose to use this tool because it does not involve additional costs.
Then, the strategic plan will revolve around the idea that once the information will be sent
to all the important channels, the effect of “word of mouth” will appear.
7. DOES THIS SOUND CRAZY, IMPOSSIBLE?!
We believe our plan will work and we will be able to have absolutely no costs because:
- Obama has a very significant support among military, politicians but most
importantly among young opinion formers like: Katty Perry, George Clooney, Bill
Clinton, Jimmy Carter, 50 Cent, Jessica Alba.
- Obama already has two online shop that sell successfully all kinds of
merchandise, including photographs or paintings.
- The cause this auction is promoting is still vivid in every American‟s mind will
attract many generous bidders.
- Obama just Won the re-election and his popularity among people is high
- George Clooney recently raised 600.000$ for Obama during a private dinner,
