Brief 2 D&AD Unilever Brief Simple: We Believe our Planet is Precious The Brief A D&AD 2013 open brief to create a positive social or environmental impact utilising the power of a Unilever brand. Choose one of the following Unilever Brand’s Lipton, Marmite, Persil or Simple. Develop your idea, with consideration given to Brand Guidelines, with a focus on one of the three objectives: 1. Improving health and wellbeing 2. Reducing environmental impact 3. Enhancing livelihoods The Campaign Concept The objective is to reduce environmental impact, through a campaign targeted at women aged 24 to 44, which encourages them to take shorter showers, using the power of the brand Simple. It will invite involvement not instruct using the aspirational strapline ‘We believe our planet is precious’. The concept of the campaign was born from the idea of creating a tangible reminder every time a person takes a shower. The limited edition diamanté products have three purposes: 1. They connote ‘precious’ and are used in the campaign in relation to water and the planet. The ‘protect ‘ and the ‘precious’ can be used to emotionally appeal to the nurturing nature of the target audience. 2. The texture created by water droplet shapes on the shower bottle will provide a tangible reminder of the Shorter Shower Forever message every time a person picks the bottle up, at point of sale and also in the shower. ‘Diamonds are forever’ 3. The use of diamanté in the context of Shower Gel is unique and creates a statement to allow the Campaign to stand out.
OUGD303 Final Major Project Lisa Whitaker Board 1 of 5
SIMPLY ...We believe our planet is precious