PG04
Communication Design
RAVENSBOURNE
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Joong Gul Ro
Creative Brief
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Project Social Communication Design
Client/Brand WRAP / Food
Waste
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Key Characteristic of the Brand
WRAP
works in England, Scotland, Wales and Northern Ireland to help businesses, local
authorities, communities and individuals reap the benefits of reducing
waste, developing sustainable products and using resources in an efficient way.
Their vision is a world without waste, where resources are used sustainably.
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Market Problem & Opportunity
Food waste is a major
issue. As much as half of the world's food, amounting to two billion tonnes
worth, is wasted. In the UK, people throw away 7.2 million tonnes of food and
drink from their homes every year, the majority of which could have been eaten.
It's costing us £12bn a year and is bad for the environment too.
The amount of food
wasted and lost around the world is staggering. This is food that could be used
to feed the world's growing population - as well as those in hunger today.
Wrap organised a
campaign ‘Love Food, Hate Waste’ but it is not widen spread so it needs to
promote to make more people participate in the campaign.
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Target Audience Profile
People
who doesn’t care about food waste.
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What is this AD intended to Achieve?
To
remind the problems of food waste so that change people’s mind how it is
serious.
Encourage
people to participate in reducing food waste.
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The Single minded proposition
Food
waste is the same as wasting money and destroying earth. / Food is Money.
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Desired Brand Personality
Trusty
/ Helpful / Worthy / Easy
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Suggested Media & Timing
Poster
/ Ambient (Can be any media)
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Mandatory Inclusions
Brand
name / Website
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