Brief #10 - WPP & Al Gore - Change Habits
D&AD New Blood Awards collaboration with Alex Goddard, Creative Advetising
Environmentalists are just a bunch of dirty, smelly hippies. People didn’t think prejudice was a problem. People don’t think climate change is a problem.
Brief #10 Produce the concept for a campaign which would make people do something about climate change
Andrea Hannah Cooper - OUGD603 Extended Practice 2014
Brief, Deliverables, Concept & Collaboration
Brief -
Concept -
Produce the concept for a campaign which would make people do something about climate change
The brief asked for a something that would make people sit up, take notice of climate change and then actually get them to make changes and steps to reduce climate change. After several months of researching and throwing around different ideas, Alex pitched the idea of comparing climate change to prejudice to me. We both saw this as an obvious way to approach the brief as the connection seemed an obvious one to us.
Deliverables A copy led campaign including a website and mobile app concept
Brief #10 - WPP & Al Gore - Change Habits
D&AD New Blood Awards collaboration with Alex Goddard, Creative Advetising
Collaboration Climate change is an environmental and social problem which has widely been ignored. Prejudice was (and to an extent still is) a social problem which was initially unacknowledged, however it is now viewed as being morally wrong. It is a problem which nearly everybody has experienced at some point in their lives, so by relating climate change to prejudice, we hope to reach people on a personal level and show them how much of a problem it really is.
This brief was completed in collaboration with Creative Advertising student Alex Goddard. As the brief asked for concept over craft, Alex proposed a copy led campaign in response to what D&AD and WPP outlined in the brief. As the brief was concept based, much of my role was to take the concepts which Alex pitched and which we developed together into something that was visual and presentable to get the message across. The copy in the campaign has for the most part been written by Alex, but was also inuenced by my input.
Andrea Hannah Cooper - OUGD603 Extended Practice 2014
Research
Brief #10 - WPP & Al Gore - Change Habits
D&AD New Blood Awards collaboration with Alex Goddard, Creative Advetising
Research Alex and I both spent a considerable amount of time before we began the brief researching into climate change so that we had an understanding of the facts before we approached the brief. We looked at numerous climate change campaigns in terms of both the content and context, and took notice of the language and imagery that these campaigns used which all seemed to try to evoke a strong emotional response in the viewer but which was not really persuasive for getting them to do anything about it.
We also looked into campaigns for other social problems and observed the style of imagery and language those used. We decided between us that the way to make our campaign stronger was to keep it simply type based, as this would stand out from the other campaigns out there which are all mostly image based.
Andrea Hannah Cooper - OUGD603 Extended Practice 2014
Campaign
Brief #10 - WPP & Al Gore - Change Habits
D&AD New Blood Awards collaboration with Alex Goddard, Creative Advetising
Campaign The campaign is a simple poster layout with emotive text. It aims to reach people on a personal level as every single person has had some form of a connection to prejudice, whether that be ďŹ rst or second hand. The type aims to shock the viewer, but not prevent them from reading on as the explanation comes at the bottom. The poster can be adapted between portrait and landscape orientations depending on which is appropriate for its location.
The poster campaign is also accompanied by radio adverts written by Alex which would leave the listener thinking about the subject in the same way that the poster campaign does.
Andrea Hannah Cooper - OUGD603 Extended Practice 2014
Website & App Concept
Brief #10 - WPP & Al Gore - Change Habits
D&AD New Blood Awards collaboration with Alex Goddard, Creative Advetising
Website & app concept As an extension of the campaign, we produced the concept for a website and app which would work like a social networking site where everything is run around the idea that all users have taken a pledge to make an effort to reduce climate change. The website and app function in the same way, with a user proďŹ le and both global and local feeds of updates from other users on
climate change and what people are doing to combat it. The website concept is shown in a website run through concept video to show how a user creates a proďŹ le and then navigates around the site.
Andrea Hannah Cooper - OUGD603 Extended Practice 2014
Campaign in Context
Brief #10 - WPP & Al Gore - Change Habits
D&AD New Blood Awards collaboration with Alex Goddard, Creative Advetising
Straight people are more intelligent. Visit www.climatechangeisaproblem.com now to reduce your contribution to climate change and become a part of the solution.
Campaign in context One thing we noticed when creating the campaign was the pure impact of the copy when shown in scale. This shows the kind of impact it would make out in different environments.
Andrea Hannah Cooper - OUGD603 Extended Practice 2014