Kelly Lan

DESIGN BRIEF 06/21/2012

The Green Team Interview Alison Gartner

CLIENT NAMESolid Ground: Wisdom from Mother Earth

THE PROBLEM/OBJECTIVEPeople are not use to thinking about the environment as an economic resource. Nature provides free products and services, such as purification of air and water, that sustain and fulfill human life. Yet “what we obtain too cheap, we esteem too lightly.”

The solution: A campaign around an idea that mother earth is speaking to you.

THE CORPORATE PROFILE• Brand Essence: Product = Information, Mother Earth is all our mothers and we need to listen to what she is saying

This non-profit organizations seeks to partner up existing companies and environmental foundations to rally for one cause: protecting Earth’s life-support systems. Company alliances includes GE, Starbucks, johnson & johnson

• Tone/Manner/Voice of Brand: eye-opening, urgent, credible• Key Product/Brand Attributes: Maintain a solid ground and preserve irreplaceable ecosystems that supplies life

supporting services for us.

MARKET• Brand Positioning: non-profit sector• Competition: Greenpeace, WWF, National Geographic, other environmental protection campaigns and initiatives • Consumer Target: people/corporation who work directly with raw material/the environment for a living, urban audi-

ence, established corporate brands/leaders/policy-makers• Conceptual Target: To the general public who cares for the environment • Desired Consumer Action: To be more environmentally conscious, network with us, share the information

DELIVERABLE(S)• Means: 1) ad campaign 2) web presence 3)packaging• Communication Priorities: Mother Earth metaphor push the idea that gift from nature is worth protecting and there

are ways to integrate it to businesses. • Visual Priorities: brand colors (purple, teal, red, gold) , showing ‘brother and sisters’ (ecosystems), storybook

: :

AGE: 25-54 yrs.

HHI: $50-150K

Walking & Biking

Reduce Waste & Save Energy

Women &Urbanites

All Types of Pollution

Pay A Premium39% / 30%

Make Conscious Effort to Recycle60% / 65%

Base: 18+Apr 07- June 08 Apr 09- June 10

Purchased Product :Household Cleaners and Paper Products

GE, Clorox, Johnson & Johnson

25-34 More Likely to Shop Online for Green Products

Green ShoppersAsians: 53%Hispanics: 42%White: 37%Black: 33%

WISDOM F RO M MOTH ER EAR TH

takesolidaction.com

OUTDOOR ADVERTISING

WISDOM FR OM MOT HE R EA RT H

takesolidaction.com

Magazine Advertisement

takesolidaction.com

WISDOM F RO M MOTH ER EAR TH

Web Introduction

Web Presence

:30 “Staying Grounded” TV Spot

Corporate Partnership