CLIENT:  WWF 

OBJECTIVE:  To drive a community led movement into registering and pledging allegiance to climate change and switching off  for 60 minutes.

DELIVERABLES: Final creative with key visuals to capture the direction and approach .

 

My approach was to create a creative concept in response to Earth Hours brief that was community led. A campaign that can easily be interpreted and implemented and touched by international Markets. So it could be reached a small community lead market but also had the scope to be global. Although there is international scope I have demonstrated local implementation concepts for consideration. Taking the research that was conducted into consideration, Our key challenge in the need to tap into an audience that is not only extremely concerned with climate change but to tap into a very educated market and really inject inspiration. 91% are concerned with climate change issues. 55% of Genz make eco friendly purchases. Another major consideration was 97% of Genz and Millenials get most of their information from social media in a way that would engage and inspire them considering they are very connected via mobile devices. I chose to create 3 very different posters as i wanted there to be a slight variation knowing that variations increases recall and awareness rates.