M&C Saatchi Open House
Three quickfire briefs set during M&C Saatchi Open house 2022. ↓
#M&CSaatchi #OpenHouse #WWF #ClimateChange #Eat4Change
Brief #1: Strategy Task
“Make people realise that our consumption of food has an effect on climate change and our planet. Propose sustainable alternatives while keeping the current cost of living crisis in mind too.”
The Task: Using the following template, create a brand strategy with this brief and provided information in mind.
Task Insight: A problem well stated is a problem half solved.
Customer Truth: A simple truth relating to the category, often so obvious it's overlooked.
Brand Truth: Defining truth about the brand, either unique or uniquely expressed.
Proposition: Catalyst for belief and action.
Task Insight:
Sustainable eating can help the planet as well as introduce people to new foods and substitutes.
Customer Truth:
The target audience needs proof that shopping for plant-based options can work out cheaper than their ‘usual’ options.
Brand Truth:
Despite assumptions, plant-based products can be cheaper than their meat-based counterparts.
Proposition:
WWF have found relevant, affordable substitutes under their #Eat4Change campaign, publicise this further on platforms and spaces that the target audience interact with; Social Media, Advertisements etc.
Brief #2: Creative Task
“1 idea, on 1 page. For a poster, social activation or film. Based on the strategic proposition outlined below.”
Task Insight:
Get people to make a conscious decision each time they eat.
Customer Truth:
Young people feel overwhelmed and powerless in the face of the climate crisis.
Brand Truth:
Just three meat free days a week makes a world of difference.
Proposition:
Vote with your plate.
Brief 2 Submission:
Brief #3: PR Task
“Create a real world conversation for WWF.”
The Task: Using the following template, create a brand strategy with this brief and provided information in mind.
Audience Truth: What they think, feel and do.
Brand Truth: What is ownable and a distinctive competitive advantage.
Cultural catalyst: Why it matters now and is relevant for media.
One Line: What is the conversation you are going to start?
Conversation Starter: could be event, influencer campaign, news jacking moment, stat piece of coverage etc.
Audience Truth:
People want to help but are unsure how, the task at hand feels overwhelming, almost a bit insignificant in the face of the climate crisis.
Brand Truth:
The research WWF conducts revolving around animals can be used to a competitive advantage, they also have the data and information to show people how to eat more sustainably.
Cultural Catalyst:
Most people know of climate change and the aftermath of it, it's about emphasising this, letting people see for themselves the damage it is causing and what can be done to change it.
One Line:
Do it for them, and for us.
Conversation Starter:
Interactive pop up exhibitions set up in various cities for different animals, showing the difference between how their habitats should look vs how they will look as climate change continues. These pop ups could also mirror areas in the world where people live which are also being ruined because of the climate crisis (the Amazon, hot countries), showing that this affects us humans and not just animals. This could also be integrated into local zoos, aquariums etc.