This document outlines a campaign concept called "Save small, dream big" created by Guild Design Inc. to encourage young people to save money. The campaign aims to show that small savings can eventually grow into something significant by not spending money on short-term wants. It implements the idea across several media channels, including a print ad that transforms small purchases into bigger dreams, an outdoor display that shows this transformation process, and a video and teasers that pose questions about how to convert everyday items into dreams. The goal is to change consumer behavior and motivate youth to save more in order to achieve their goals.

1. Цели и задачи
Description of the sub contents
Title in here
Description of the sub contents
The creative solution for the brief.
Title «Save small, dream big». is a Design Digital
in here ThemeGallery
Content & Contents mall
Description of the sub contents
developed by Guild Design Inc.
By «Talking bananas» team:
Kravchenko A., Kotlova A
Divaev N., Dadaev V.

2. The issue.
Young people do not set aside enough savings
for the future.
As a rule, they do not save money because of lack of funds and spend them
on a short-term wants and needs. They just do not realize that it is necessary
to save money. However, each of them has a dream that they can not
implement due to lack of money.

3. HOW TO CHANGE THE
BEHAVIOUR?

4. The solution.
It is necessary to show that the money
deposited in advance may eventually turn into
something more. Putting money aside, we can
build up on our dreams, we can implement it,
refusing to small and needless spending. We
can have the opportunity to dream big.

5. Our concept.
Save small - dream big.
If to sum all the money spent by you on all sorts of unnecessary
stuff, on the immediate desires and impulses, you may find that
it is a very large amount.
Money is converted into things - both literally and figuratively. Banknotes are turned into
clothes, accessories, new, trend electronic appliances . But the same money could be
turned into something much greater - into the house, the car, the yacht.

6. Implementation of the idea.
We implemented our idea in several media
channels.
Video
Teasers -
pleasers
Prismavision
billboard
(prismatron)
Print
advertising

7. Implementation of the idea.
To compensate the lack of movement in print advertising, we decided to make a complicated
poster. It consists of two pages - a transparent and plain - and on both of pages depict the things
made from banknotes - clothes, accessories, etc. At first glance, they are arranged randomly, but
when combining transparent and plain pages of the magazine you will see that things form the
contours of other objects of dreams - cars, boats, etc.

8. Prismavision billboard
(prismatron)
Prismatron allow us to consistently show the process of transformation of the
small purchases to the big dreams. The idea imply involving all three turns of
construction.
Save small -
dream big.

9. Teasers -pleasers
On a various forms of outdoor advertising we offer to place teasers with questions
like «How to convert shirt into a house?» or «How to transform shoes into a
car?». There won`t be any answer and identity to the company will be expressed
only by brand colors.
Some times later teasers will be replaced by pleasers, showing Aviva`s site.
How to
How to convert How to
transform turn
shirt into a house? shoes into
a car? camera
www.aviva.com.
New financing programs for youth into a
www.aviva.com.
New financing
programs for youth
yacht?
www.aviva.com.
New financing
programs for youth

10. Video.
Video shows how to transform the small purchases to the big dreams.
Video
(if the video on the
screen does`t load,
click here, please)

11. Result.
All of the media implementations aimed at
changing consumer behavior. We hope to
make youth spend less on unnecessary things,
to learn to deny themselves in buying staff - to
be able to realize dreams then.

12. Thank you for your
attention!