Sky Rainforest
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Sky joined forces with WWF and with a bit of help from me created TapForTrainers - award-winning work that worked.
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Sky Rainforest
- 1. Hello
- 2. Sky Rainforest Rescue - Background Something fashionable is growing in the Amazon rainforest. Sky Rainforest Rescue ambassador Lily Cole has created a fabulous limited-edition shoe collection with Veja, the French eco fashion brand. The soles of the shoes are made from Amazonian rubber.
- 3. Sky Rainforest Rescue – Ambition To develop a social activation idea that helps bring the Amazon closer to a new, younger, fashion conscious audience, who currently feel the Amazon is far removed from their day-to-day life and aren’t really engaged with the issues.
- 4. Audience Insight 18-24 year olds make up 12% of the UK population yet only 0.5% have charitable commitments – they are attracted to low involvement initiatives such as text donations (54%).
- 5. The Organising Idea Inspiring a simple step change
- 6. How we arrived at the idea We needed to land the fact that rubber from the rainforest goes into every pair of Vejas. And we had to engage a young fashion conscious group in the process. Showing them that small steps = big change
- 7. The Idea #TapForTrainers on Instagram
- 12. Spreading the story • Using bloggers and influencers to extend story into their networks • Bloggers include: AJ, Boy from Dagbon, Jean Jullien Distinguished & Co.
- 13. What does the client think of the work? “I love the product insight” “I can see why you went with that idea” “The illustration is beautiful”
- 14. Social Chatter
- 15. Now it’s your turn to tap @SkyRainforestRescue #TapForTrainers
- 16. Thank you
Editor's Notes
- THEME THROUGHOUT ALL THIS IS COLLABRATION – INTERNAL AND EXTERNALLY - iNTERNAL – Power of 10 EXTERNAL – SKY WWF, LILLY Howdy, great to be in the Garden of Eden- talking off greenry I’m going to share you an idea we did for Sky Amazon Rainforest CSR- BTW IN THIS CAMPIAGN we set out not to– so we started from a good place.
- Bit of blurb,,,,
- Disconnect – but younger audience are very passionate about worthy causes – problem is Sky were aiming at the already captive audience Eco Warriors – Hairy toes in Berkinstocks
- This wider group are very active in places such as Tumblr and Instagram – some planning porn here for the planners in the room
- Quite simply… we harnessed a behaviour trait
- Rubber Tapping also plays into already recogonsable action Tap on Instagram
- How we brought it life Art direction – illustrator
- EDUCATE AND INFORM IN AN ENGAGAING WAY TO THIS FASHION CONCIOUS YOUNGER AUIDENCE
- Rather than Sky spread the story let’s get our influcencers to do it by creating some of the content and get them to tell the story
- What the new core audience think of it --