D&AD 2014 WPP Brief
Create a campaign that not only makes people accept we have a problem, but persuades them to do something about it. Change habits, change the world.
“We are entering a period of consequences and have a moral challenge to act now” Al Gore
My Aim:
Instead of highlighting the issue of Climate Change and pressuring people to act, I decided to present a definitive objective that could actually solve the problem.
Instead of highlighting the issue of Climate Change and pressuring people to act, I decided to present a definitive objective that could actually solve the problem.
The facts displayed below captivated and inspired me due to the sheer potential of the desert sun but I was equally enraged as to why this source of energy hadn't been achieved on a large scale. I wanted to make people aware of the facts and the potential to force political change.
At the centre of this campaign is a week long social media driven event. Instead of a solely billboard campaign, I wanted to use the unexpected to captivate and inspire the public but also to visualise support for the desert solar power concept. Ten spheres would be positioned in significant locations across London and as people use the hastag #actnow (printed on the base of the sphere) and sign the petition the spheres would begin to gradually lighten and enlarge. People standing still within a 10m radius of the sphere, for approximately 10 seconds, receive a link to website to sign the petition through a near-field communication style ‘bubble’ around the sphere.
As the spheres increase the campaigns social media coverage, a parallel print campaign purely stating the facts of solar power would be put into place to increase the publicity of the campaign.
With #actnow trending across the globe but still shrouded in mystery, a press release would announce the campaigns intention in time for the 12 o'clock news. Politicians and influential business executives who support the idea would feature on national and international news on multi media formats.
The app would contain information about campaign, a link to the petition, environmental news, events, what you can do to aid the cause, a map of all the spheres and a share option.
After approximately four days, the spheres would be at their highest and brightest, creating an incredible scene across London and would remain there for a further three, until they are taken down and toured around the world in 12 cities on 6 Continents.
Thank You
