final outcomes

and we’re getting there…

our shots for the initial promo campaign. text still to be added. most of them still need a lot of cleaning up (and power cords etc. to be added).. but they’re getting there!

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this one needs a bit more work...!

 

 

 

definitely changing this vaccuum! according to my brother it looks like "...a sword?!" ...haha.

 

bringing it to life.

Before & after editing shots – initial promo ‘open collective is coming’ campaign

Printing – stickers.

http://www.stickerprinting.com.au/ 1300 880 425

www.alwillco.com.au 9898 2995

alphabetical

here!

open collective logo… poss?

itinial campaign: solidified.

So we have sorted out the visual and conceptual direction of the initial campaign. It uses three houses (each of distinctively different demographics) to demonstrate six situations of sharing everyday household belongings, in a humerous tone (with a play on words/visuals). Each ad will use two separate scenes, one from each house, which will be connected using the Open Collective branding “strip”and the object which is borrowed (visuals of this concept will be posted up later on the blog)

The visuals and (potential) words are as follows:

WORDS:
number 16 had a big one on saturday night and it got pretty messy. they cleaned-up big time though thanks to number 12’s spiffy new vacuum cleaner.

WORDS:
grace from number 14 looked like a very convincing fairy for her 5th birthday party on Friday night. number 16’s fancy dress box turned out to be her knight in shining armor.

WORDS:
tash from number 12 has a camping trip next week but needs an extra tent. number 16, you are so accommodating.

WORDS:
number 12’s DVD night really popped thanks to a small addition from the kitchen of number 14.

WORDS:
number 14 has a table to set up, and has nothing to do it with. oh hey, number 12. you can drill me anytime.

WORDS:
another Melbourne heatwave at number 16… number 14 might just be cool enough to lend a helping hand.

more campaign thoughts.

- grace from number 12 looked like a very convincing fairy for her  5th birthday party on Friday night. number 14′s fancy dress box turned out to be her knight in shining armor.

- number 42′s lemon tree needs a few more customers. number 12 would love some, thanks.

- number 41 had a big one on saturday night and it got pretty messy. they cleaned-up big time though thanks to number 33′s spiffy new super-powerful vacuum.

- number 33′s DVD night number really popped thanks to a small addition from the kitchen of number 14.

- grace from number 12′s hair needs serious de-frizzing for tomorrow night’s hot date. Number 43 can help straighten out that problem…

- number 42 needs to drill a hole, and has nothing to do it with. oh hey, number 32. you can drill me anytime.

- tash from number 33 has a camping trip next week but needs an extra tent. number 45, you are so accommodating.

- babysitting at number 22 turned out to be unexpectedly entertaining. a super cool video game collection made number 31 the hero of the night.

campaign plan. WIP

3 STAGES:

1. environmentally focused – main message: ridiculous amount resources required to produce just one household object

- “If we’re all sharing the planets resources to make out stuff, shouldn’t we be sharing our stuff too? ” / “The world is a shared space, so why aren’t we sharing?”

- “Sooner or later, we’re going to have to wake up and smell the carbon” / Big grey cloud / Huge footprints

- Cities cover 3-4% of the earth but consume 80% of the worlds natural resources – maybe we should share a little.

- visually showing how much it takes to produce just one household item

2. comparative – main message: comparing efficiency, saving money and time, by accessing household objects within street re-use – opposed to the energy, time and money expenditure of buying everything for yourself.

- Go to the shops and buy: 2hrs, 2km
- Go next door and borrow: 2mins, 2om

- Each kid has a few lego blocks, but together they have a house. or a car. or an aeroplane

– Drill broken, a new one will cost $128, and kill 4540 trees. (or no.35 could just lend you theirs)

3. representing simplicity of open collective initiative / concept

- (No. 34, No. 36, No. 38 etc. all having the same object) Silly, no?

- (Household object of infrequent use…) Owned by Bill at no. 12, used by no. 1, a family of 5, no. 4, a lawyer etc

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promotional campaign: communication model.

WHO
Open Collective – a non-for-profit initiative

SHOWS WHAT
The need for the initiative, followed by proposing sharing as the solution

TO WHOM
Melbourne’s residents. Gen X and Y…

BY WHAT GRAPHIC MEANS
Series of promotional posters that are converstional and humerous, appearing at train stations and in newspapers accross Melbourne. Also direct mail material – tea towel / other ‘useful’ things rather then just a brochure

FOR WHAT SPECIFIC PURPOSE
To introduce the Open Collective initiative, direct people to the web site where they can find more information to get involved and start the movement.

Initially addressing the need – why we doing this

Secondary campaign that educates the specifics of the system and how it will work

WITH WHAT EFFECT
Motivating people into action and to take on the Open Collective sharing system, reducing their carbon footprint