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Itʼs about ideas that can be advertised,not advertising ideas

Theme:

Campaign 1: A Technology SolutionCampaign 2: A Business SolutionCampaign 3: An Entertainment Solution

Advertising Solutions

Thank You for reading ME, Enjoy!

“We think sometimes that poverty is only being hungry, naked and homeless. The poverty of being unwanted, unloved and uncared for is the greatest poverty.” -Mother Teresa

Campaign 1: A Technology Solution

CREATIVE BRIEF

Sponsor: Project Hom

eless Connect

Client: Homeless San

Franciscans

What are we doing?

There are 800,000 re

sidents in San Franc

isco, an estimated

6,000-12,000 of them

are homeless on any

given night. Twenty

-

percent of these peo

ple are chronically

homeless.

Create an truly orig

inal and infectiousl

y buzz-worthy idea t

hat

tangibly affects the

lives of the San Fr

ancisco homeless.

Who are we talking t

o?

25-55 year old homel

ess men and women in

San Francisco.

What do we know abou

t them that will hel

p us?

74% are lucid

13-25% are already e

mployed

80% are NOT chronica

lly homeless

What is our opportun

ity?

This modern world is

not designed for th

e homeless. When so

meone

becomes homeless the

y are forced into a

world that operates

below

that of normal socie

ty. The homeless lac

k the readily availa

ble

information resource

s and tools to pull

themselves up by the

bootstraps. We need

to imagine a way to

plug these people ba

ck

into the grid.

What is our message?

Equip the client in

such a way that they

don’t just survive, but

once again thrive.

Why should you belie

ve it?

Many hardworking peo

ple are a paycheck,

an illness or an acc

ident

away from living on

the streets. the g

ravity of their situ

ation.

What is the framewor

k for our communicat

ion?

We need to craft a c

ampaign that lives w

ith our client's as

part

of their everyday li

fe on the street.

Budget = $300K

Create a truly original and infectiously

buzz-worthy idea that tangibly

affects the lives of the

San Francisco homeless.

Hello, my name is...

Man on the street interviews

“Even the basic things, like checking my email is a lot harder when you are in these streets...” Charles 56

“...there are services to get me out of this life, right? The problem is, nobody knows where they are. By the time you find out, it’s over.” Louis 67

“Job searching? how are we supposed to go interview for a job when you can’t even get a resume together?

We are not part of your world and you don’t even know it.Eric 27 and Jayna 29

There is a desire for information!

There is a need for inclusion and community!

Ah-ha! Access to Information and inclusion in a greater world community.A laptop for every homeless citizen in SF!... Can we do it?

Charles56

father/college graduate/homeless

Louis67poet/community organizer/homeless

“Forty-two percent

of homeless clients reported that finding a job

was their top need followed by a need for

help in finding affordable housing (38%).”

National Survey of Homeless Assistance Providers and Clients (NSHAPC), US Census Bureau

Nicholas Negroponte

The founder and chairman of the One Laptop per Child non-profit organization. He is currently on leave from MIT, where he was co-founder and director of the MIT Media Laboratory. The One Laptop per Child* philanthropy project is manufacturing the XO, a wireless Internet-enabled, pedal-powered computer costing roughly $100.

Looking outside the industry for inspiration

+ =

XO Benefits for childrenlearning software

media sharinga world of information

XO Benefits for SF HomelessFree internet access online counseling community engagementaccess to information and servicese-commerce/entrepreneurshipsocial media accessword processingindependence and esteem

Specs

The price is right

$300k Budget = 3,000 unitsA corporate partnership (e.g. Sun Micro Systems, Google)

would allow for a scaleable nation wide program.

The units are rugged, durable and can be charged by a pedal-powered electrical generator.

There is no need for a power outlet.

There is a built-in WiFi mesh network that links all the Laptops in the city to the Internet and to each other.

*http://laptop.org/en/vision/index.shtml

Connecting our clients with their futures. One laptop at a time_

X

Tangibility- The newly equipped homeless community in San Francisco have in their possession a new tool that enables community, social mobility and the means to effect change. Helping others to help themselves.

Evaluati

on

Buzz-worthiness- The campaign will generate a new positive social currency in the homeless community. It will undoubtedly attract the attention of the mass media, which will in turn garner national support for deployment in other cites.ending the San Francisco homelessness epidemic

Equipment- With this program the client will not just survive, but once again thrive.

X

X

Campaign 2: A Business Solution

Business Reality:

Q3 earnings dropped 21% to $910.5MM

Blockbuster is officially becoming old and decrepit.

And if they continue down this path, they will soon be a just a memory.

They are closing 25% of their stores brick-and-mortar stores and opening up 10,000 kiosks.

What can you change in order to

effect our business fortune $

The Client

Blockbuster tried to get in on the online rental deal entirely too late to make it an effective part of their business model, so they had to resort to mixing online with in-store just for the sake of being different. Don't get me wrong, I grew up with Blockbuster, but it's just not worth it anymore. Netflix is my primary video rental source now, and I'm completely satisfied with it.

What did Blockbuster stand for?"Be the global leader in rentable home entertainment by providing outstanding service, selection, convenience and value."

...Looking to the past for guidance

Reclaim this asap!

Value?

Selection/Convenience... No.

$$streamline queuing systemrecommendations

$limited selection can be positioned in various locationsimpulsive purchase model

$$$videos are confined to your computervery limited selection

(free)low quality resolutionbufferingover one billion videos

Torrents & Illegal Streaming (free) risk of data corruption and viruses low quality resolution takes ages to download/buffer files

Case #34R5Z

Suspect: “The Competition” Charge: Assault Victim: Blockbuster

&

plus

Focu

s

What’s going on in culture?Compete by what we’ve seen/done/published/created (badge mentality).Google speed, Google mentality. Ubiquity of information.We trust strangers more (recommendations).We are what we listen to/forward/watch.Go green or go home!Brands should know me.

How are people interacting with video?Ripping/burning rented discs.Forgetting to return DVDs.Downloading & streaming.Making personalized content more.Your movie collection is a reflection of who you are

Distillation of Insight

Blockbuster thrived in the 80’s due to their vision in identifying the emerging VHS technology trend.

The brand will need to become an innovator once again by looking to current tech trends and reaching people at the appropriate moments.

Putting it all together

In answering the question

What can you change in order to

effect our business fortunes?

I discovered that this company was like a shark. If a shark stops swimming (innovating), it will drown.

Remember this?

As an innovator, Blockbuster can own this statement again.

"Be the global leader in rentable home entertainment by providing outstanding service, selection, convenience and value."

Blockbuster Total Access +Execution: In

novating Blockbuster (+)

+ Badging The user will acquire badges in their online profile based on their rental activity.1,2

Queues from the “bleeding edge”1 Halo 3 2 Foursquare.com 3 Reebok vending machines at airports, Travel Shoes

You’ve just unlocked the “Wes Anderson” badge! requirements: 1. Fantastic Mr. Fox

2. Hotel Chevalier 3. The Darjeeling Limited4. The Life Aquatic with Steve Zissou 5.The Royal Tenenbaums 6. Rushmore 7. Bottle Rocket

(rented 6/2/2010)(rented 10/4/2008)(rented 2/2/2008)(rented 11/6/2007)(rented 9/2/2007)(rented 7/12/2007)(rented 5/2/2006)

Solution

*Polylactic acid (PLA) is a biodegradable plastic-substitute derived from corn that will eventually replace all plastic polycarbonate in current DVD disc.

Express +

No need to make a separate trip to the B&M Blockbuster. Reaching movie watchers at the perfect moment. 3

Easily sync with your movie queue from Blockbuster.com (credit card)

FULL selection of blockbuster catalog. 55,000 movies waiting to be burned -vs- twenty roulette selections at RedboxThe selection of a B&M space with the agility of a kiosk.

Burn discs immediately• returnable for 1/2 refund, or you can keep it.• eco-friendly material*• no need to make a return trip

Takes the best of both Netflicks and Redbox, and adds a new twist.

+Burning Millions of people burn rented discs before they return them. Now Blockbuster gives you a burned copy that you can keep, saving you time and hassle.

Buxom

Pronunciation: \ˈbәk-sәm\

Function: adjective

Etymology: Middle English buxsum

1.(of a woman) healthy, plump,cheerful,and lively.

Campaign 3: An Entertainment Solution

A Fresh Perspective on

BUXOM

Step 1: Write the story of the Buxom brandArticulate the brand positioning. It should set up the existing characters, articulate their values, introduce their world and create the tone.

Step 2: Create a multi-touch campaign for the brand. It should launch the brand, generate awareness, and establish what they stand for. It should create the platform for communication and for product launches. It should help them choose partner brands, allow them to have a conversation with fans and put BUXOM on the lips of women everywhere.

is a new lateral branch of the makeup company.

Strategic Reality: Buxom was launched without a brand story. They have an established a look and feel, but now need to make sense of it all. The client needs the pilot to its new series. The back cover of their novel.

(Younger Girls) Big girl mystique + Cougar Chic (Older Gals)

Demographic: Women, age 15-65.Psychographic: Women who behave like a flirty 20’s/30’s year-old. And women who wish they could.

What is the brand’s personality/tone?

LESSCrassAggressiveFlirtatiousArrogantBrainyDramatic WTF

MORE Sass

Provocative Magnetic Confident

Savvy Vivid OMG

Who are we talking to?

(Maintain Bare Escentuals’ fanaticism while bringing Buxom into the edgy category.)

What women are saying

What is our opportunity?

Women romanticize travel; from teens who daydream about fantastic European adventures, to the legions of young professional gals who keep saying “maybe next year”. Even professional housewives lament the loss of their travel dreams.

Present

ing

Reminding women to take time to step away from it all to nurture your dreams, and explore your fantasies.

It all started in a one-bedroom flat in Paris. That’s where Trixie, Brandi and Dolly first met. The girls ditched the small towns of their youth in order to travel the world and live life to its fullest. Together they worked and played at Buxom, a rowdy nightclub across the street from their humble abode.

Trixie, Brandi, and Dolly served drinks while mesmerizing the clientele with their provocative outfits and impromptu dance routines. A devote following soon grew and their reputation spread throughout Paris.

And just like that the girls’  days as servers were over. The café’s entrepreneurial owner built them a proper stage and the Buxom Show was born.

But even the most confident and sassy act in Paris couldn’t go every night without a break. So the call went out for open auditions. Hundreds of girls swarmed to Buxom get in on the biggest act in town.

The top three candidates clearly distinguished themselves. The second iteration of the Buxom girls were confident but not arrogant, friendly but not flirty, all sass with no crass. Isabella, Chloe, and Roxanne tagged on and the show’s charisma and chemistry didn’t skip a beat.  With new members intact, crowds swelled and word of the spectacle quickly fled Paris and spilled into Europe.   Just as three girls became six, six became 20, and 20 blossomed to 30. The demand was such that Buxom had no choice but to expand.

It was time for the ever-growing lineup to hit the road. The traveling show kicked off with a week in Monte Carlo followed by a 10-night run in Milan. America was next. And where else but Las Vegas? Each new locale embraced the show and the performers returned the favor. Visiting exotic cities for weeks at a time was what the girls coveted above all else. To this very day the Buxom cast continues to live out their dreams one city after another, one show at a time.  

The Story

Copywriter: Lucas Zehner, MAS 2009

“The Story” pitch video available at christopherbrune.com (recommended)

The Campaign

Art Direction: Jackie Blaze, MAS 2009

Wild Postings in airports and theater districts of host cities.

In-store signings by BUXOM cast members

will close the loop and draw audiences to Sephora,

Buxom’s primary point of sale.

*These cities represent existing Buxom product names (e.g., Berlin Lipcolor)

The BUXOM World Tour

Barcelona Berlin Milan Vegas Amsterdam*

Internet Simulcast- Connecting the digital audience to Buxom across mobile platforms and social media.

It’s about ideas that can be advertised,not advertising ideas

Technology SolutionBusiness SolutionEntertainment Solution

Epilogue

Christopher Brune

brune.chris@gmail.comchristopherbrune.com

:-)