Roses Student Awards 2014 BRIEF: Brand a weather condition.
THE MESSAGE: People love to moan about the weather – this brief is all about changing perceptions. Find the positive and promote it. Put a spin on a tornado, or make the rain shine!
OUTPUT: Brand and campaign to promote a weather condition / natural disaster, output can be anything; poster, outdoor, tv, radio, direct mail, guerilla etc…
Our campaign is based on UK election campaigns. We created Rain as a political party, complete with emblem and a slogan ‘Uniting Britain’. Our further insights showed that rain has many logical benefits provided us a platform to build from. Logical benefits included agriculture, but blue-skying off the wall ideas such as it could even make Britain unattractive to immigrants. Unlike real political parties, everybody can relate to rain in some small way.
We began by creating our main fly poster with a watery texture to sum up how this weather would be personified. In the UK people discuss weather as if it’s a person, so this fitted perfectly.
Next we created a logo and slogan, followed by writing our pledge/open letter to the public. This could be a YouTube advert, radio spot or newspaper advertisement.
We feel this could stem part of a bigger campaign with the public voting on the party they are in flavour of. This could be run across social media, TV, spots and even ambient similar to new flavour voting for KitKat and Walkers. It could be used to showcase to school children how elections work and the spin tactics used.
We had great fun working on this brief, and it made our flight home from NYC ‘fly by’…
