1. 2010 YoungGuns Creative Brief -
‘Drop one product’
Why are we advertising? (Background)
The desire to truly take hard economic decisions to responsibly manage the future of
our planet by governments and corporations was shown lacking in the failure of
'Copenhagen Climate Change Summit' in 2009.
We must understand that the future of our planet is the responsibility of all of us and
we need to stop abdicating that responsibility to governments and corporations who
have their own agendas, political and commercial.
We must also realize that the smallest of act of restraint by us individually in our
behaviour as consumers can have an enormous collective positive effect on the
environment and the future.
Consumer societies drive the belief of individuality through multiple product choice, but
it comes at the expense of our environment.
Just stop and think about all the choices in any product range that you use (for example,
toothpaste, cereal, cars, clothes, pens etc) and then think about the tonnes of resources
used, carbon emitted and waste created in the process of production and packaging
those millions of choices, for you.
Personalization is an important part of being human, but at the cost of our planet and
future?
Role of the communication?
To make each person realize the simple action of asking themselves one question:
“Do I really need that?”
and by making the conscious choice to 'drop one product', whatever it may be, that
they start their own Butterfly effect of indulgence reduction that will have a positive
effect on the future of the planet.
The simple act of dropping one product that you really don't need, or changing the way
you consume it, will reduce waste creation, resource drain and other negative
production impacts on the planet.
For example, think about that plastic bottle of water you have in your hand now.
Over 1.5 million tons of plastic is produced and used each year to bottle 89 billion litres
of water. The carbon footprint and other environmental impacts in the production and
delivery of that plastic bottle to your hand is significant.
Further, what happens when you are finished with that
bottle? Well, even with the best intentions of recycling
there is something called the “Pacific Ocean Garbage
patch’ (Google it), a swirling mass of garbage (90% plastic)
about the size of Texas out there in the Pacific Ocean. And
it is getting bigger every day.
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2. Let's be clear, this is NOT an anti-advertising campaign. We are looking for an idea
that inspires each person to take stock of their own consumption habits and look to
reduce it by at least not purchasing one item that they do not really need, or could
attain in a less environmentally harmful way. With the bottled water example, use a
glass and tap water instead.
This role of the communication is to deliver a message of restraint, of reduction, of
indulgence control, to get comprehension that simply by not acting as a blind consumer
can help our planet survive by creating new economic, social and commercial realities
for producer organizations and governments.
Primary target
Consumers
Mandatory Inclusions (Logos, addresses, legals, permit no’s, etc)
Logo / mark – you need to create one
Advertising requirements
Print, Video, Digital, apps – whatever you think is the best communication channel for
your idea.(don't overcomplicate with multiple channels)
Deadline and Eligibility
There is no entry fee for submissions.
The submission deadline is Friday November 12, 2010. Strictly no extensions.
Submissions are unlimited. Number of team members is up to you.
Students may enter this brief into the YGAward Student Award however; the student
entry fee, deadline and judging criteria apply.
Prize
US$1,000 hard cash coz we think you deserve to get paid for a good idea.
YoungGuns will promote the idea on the site and with relevant organizations to try and
get funding to create and run the winning idea.
Rules, Regs & Presentation
- Work will be judged by the 2010 YGAward jury.
- YGAward will select a final winner based on the 2010 YGAward Jury
recommendation.
- The work will be awarded upon the idea and its usability.
- The Judges and YGAward decision is final.
All work must be uploaded on the site via the online system.
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