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.
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SIMPLY ...We believe our planet is precious
Brief 2 D&AD Unilever Brief Simple: We believe our Planet is Precious Promotion and distribution The campaign will be introduced In store in Spring, the limited edition bottles will be prominently displayed on branded free Standing display units. The bottle will have a tiny removable droplet leaflet which invites Simple customer’s to tread a little lighter on the planet by taking shorter showers. A free Precious Pack is available on the campaign website. The Shorter Shower Forever message will be reinforced via Adschels which use the same realistic photographs including a family on holiday photograph, again to create empathy and appeal to nurturing natures.
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Brief 2 D&AD Unilever Brief Simple: We Believe our Planet is Precious The campaign will be promoted through Advertorials featured in the February to April editions of women’s lifestyle magazines. The articles provides scientific research and evidence to support the campaign and also invites the reader to receive a free ‘Simply Precious’ pack and links to a website and app. A bath provides a visual metaphor for the reader to understand the amount of water used in an average eight minute Power Shower.
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Image credit: <a href=’http://www.123rf.com/photo_959438_beautiful-planet-earth-sun-rising-over-europe. html’>enderbirer / 123RF Stock Photo</a>
Brief 2 D&AD Unilever Brief Simple: We believe our Planet is Precious The website offers the customer simple practical advice on actually taking a shorter shower and other tips on saving hot water. The customer can also find out more about the impacts of hot water usage on the planet. The App links with the campaign and provides a simple shower monitor which the customer can calibrate to their own shower. Both the App and the website will offer a Free Simply Precious pack when the customer signs up to take Shorter Showers Forever.
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Image credit: <a href=â&#x20AC;&#x2122;http://www.123rf.com/photo_5397520_empty-graduated-glass-onwhite-background.htmlâ&#x20AC;&#x2122;>fbobkov / 123RF Stock Photo</a>
Brief 2 D&AD Unilever Brief Simple: We believe our Planet is Precious Between May and September The Simple Precious Campaign will tour Summer family festivals such as Camp Bestival and Kendal Calling. A Simple Festival Marquee will share the campaign message, advice and fun demonstrations with festival-goers. The Marquee will be promoted across the Festival using a diamantĂŠ invitation. This will invite festival goers to sign up to take Shorter Showers Forever and in exchange they will be offered a free five minute shower in the Simple Festival Shower truck.
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