James and I sat down over coffee and grapes to discuss which competition brief we wanted to collaborate on. We changed our minds quite a few times. We even began brainstorming the BBC brief but found that we didn't have the enthusiasm for the brief that we wanted.
Finally, we decided on a brief which both of us were enthusiastic about, both creatively and motivationally. The WWF brief is for a good cause and the brief allows for a wide range of outcomes.
Brief Summary
Inspire a new generation to understand that we all have an impact on our planet and an effect on its health. Take the Living Planet Report findings and make them relevant and accessible to the ‘always on’ generation. Find a way to communicate that our relationship with the planet is reciprocal: we need the planet and the planet needs us. All the evidence is there. So how do you make people engage with it and then change their behaviour?
The brief supplies us with lots of information to use. This is useful as the outcomes will be purely information and statistics based. A great resources that is linked on the brief is The Living Planet Report. It has some great information displayed in a very engaging web design. It also features an interactive part to the website which uses a questionnaire to figure out how many planet earths would be needed if everyone did the same things you did. Despite the fact that I walk everywhere and turn lights off frequently, I managed to score 1.96 earths which I'm not personally pleased with. I believe it isn't important to try these interactive quizzes as it turns us into the audience and lets us experience it from the other side. Reflecting on the questionnaire I would say that its a very effective way to make someone reflect on their impact on the world.
At the end of the quiz, you are given the choice to sign up to a 'footprint challenge' which is sent to your email 3 times a day. This allows the audience to take action once they have received the results from the quiz.
When discussing the tone of voice for our campaign we noticed that in WWFs campaigns often have a shock/ dark humour to them.
The designs below use shared knowledge of our everyday lives (puma clothing, graffiti) and creates a mash-up which the chosen topic (wildlife extinction).
As the brief states, our target audience is 14-24 year olds. The content we create has to be able to be appreciated by all. A campaign that did an excellent job of this is 'dumb ways to die'. Like WWF, the aim of their campaign is serious. The campaign aims to raise awareness of being careful around train tracks. The serious tone of voice has been dulled down, and twisted slightly with the comical aspect of animated characters.
Ideally, we would love to create something animated in a similar flat style to these videos. this would require us to learn basic after effects. The 'always on' generation have a very short attention span. Videos are a good way to capture someones attention for longer. We would need to make the video instantly engaging and would need to be done to a professional standard. The video would run alongside printed content. When printing content, we need to consider the appropriate eco-friendly stock to use.
Things we want to include:
Statistics
challenge the audience to make a change
shock/humour
characters of some sort
useful resources (measure your footprint)
tips
This has been a productive first meeting. We have agreed to brainstorm ideas separately and bring them with us for another team meeting later this week.
