THE INSIGHTThe city is the most accessible and most effective medium through which young

Berliners can showcase their creative expression to gain a sense of purpose.

THE PROBLEMCollege-aged Berliners don’t recognize, during the moment of action, that littering

cigarette butts contributes to a littering problem they don’t know exist s and that

hurts their city (observation) .

THE OBJECTIVEConvince young Berliners that proper disposal of cigarette butts keeps Berlin,

well, Berlin.

WHO

DEMOGRAPHICS:

18-25 years old

May or may not be college-educated

Typically low-income

Embrace and often provide creative experiences

Germans, including Berliners, have one of the highest recycling rates in the

world: 62%. The goal is to increase this, further. (Berlin Senate, 2013).

Berliners do not realize they have a problem

#OFF

THE

STREET

S

BURY YOUR ASHES. BEHOLD YOUR BERLIN.

CONVINCE CREATIVELY MINDED YOUTH IN BERLIN

(18-25) TO PROPERLY DISPOSE OF CIGARETTE

BUTTS, BECAUSE EFFORTS TO ACHIEVE CLEANER

STREETS WILL INCREASE THEIR SENSE OF

COMMUNITY AND, IN TURN, THEIR SENSE OF

BELONGING TO BERLIN’S CREATIVE CULTURE.

COMMUNICATION OBJECTIVE

I. TRANSIT

TAGGING

II. BONFIRE

PLANNING

TRANSIT TAGGING

“The Hipsters Live in Friedenau”

• “Most Berlin trendsetters live in the central districts of… – Friedenau (79.7%),

– Prenzlauer Berg (79.5%)

– and Friedrichshain (76.8%).”

– Also: Mitte

According to Berlin City Report http://www.tagesspiegel.de/berlin/staedtereport-die-meisten-trendsetter-leben-in-friedenau/7271894-

2.html

MAGAZINE TAGGING

(PRINT ADVERTISING ROUND 1)

BUILD PARTNERSHIPS WITH

INFLUENCERS: INSTAGRAM

http://www.worldofwanderlust.com/10-of-berlins-best-instagrammers/

BUILD PARTNERSHIPS WITH

INFLUENCERS: YOUTUBE

http://www.you.de/YOUBerlin/Besucherinformationen/YouTube-Stars/

INVITES TO BONFIRE:

• Local boutiques, restaurants, and new partners

http://www.cremeguides.com/en/berlin-stadtteil/friedenau-2/

I. PRESS BONFIRE

II. SOCIAL MEDIA

CAMPAIGN

PRESS BONFIRE

(RELEASE MURAL)

PRESS BONFIRE(INTRODUCE FIXTURES)

PRESS BONFIRE(RELEASE COMMERCIAL #1 – INCLUDING NEW PARTNERS)

CHANGES-MUSIC:

DAVID BOWIE

[Music plays as video clips and images from the 1970s to now flash across the screen. Included in the video are iconic figures from history, as well as current influencers. It will show footage of people having fun and using the future fixtures.]

Voices of Partners:“We may be young, but we have a long history.Whenever there’s been culture, there’s been one to counter it, challenge it, change it.

Change.

That doesn’t happen when everyone takes the same route, the “The Mainstream.”It happens when people dare to take the road less traveled – or even better:When they take the one that doesn’t even exist.

Streets lead us to many places –Even ones where nobody would ever go.But then there’s us,The youth,And we go there anyway.

Some of us know why we do it, Others of us don’t.But each of us walked alone at one pointHoping that,At some point,The world will follow us#Off the streets”

SOCIAL MEDIA CAMPAIGN ROUND

1• Trend-Setters Post video & images

• Starts during and after bonfire

• Connects back to central website with an “About Us”

• Begin our Instagram & YouTube Campaign:

•Instagram • Interaction with Transit Tags & Mural

• Polls: “Where do you want an instillation piece located?”

•YouTube•Interview Trendsetters on Commercial

•Commercials

•Facebook Page•Share content

•Dialogue with youth

I. PRINT

ADVERTISMENTS

ROUND II

II. CONTINUED SOCIAL

MEDIA CAMPAIGN

PRINT ADVERTISING ROUND 2

SOCIAL MEDIA CAMPAIGN:

ROUND 2

• Use to establish brand with visuals and films• Utilize hashtags: #offthestreet #myberlin #buildberlin• Alert of upcoming events

• Instagram:• Geotracking• Burning Berlin with Partners

• YouTube:• 3-Part Teaser Series for Installation

I. INSTALLATIONS

PLACED

THROUGHOUT

BERLIN

FIXTURES INSTALLED

•Large ones: transit areas, public spaces

•Small ones: in partner clubs, restaurants, bars

•Features depend on area and are partially designed by artists

I. COMMERCIAL ROUND II

II. CONTINUED SOCIAL

MEDIA CAMPAIGN

FADING-MUSIC:

DAVID BOWIE

SOCIAL MEDIA CAMPAIGN:

ROUND 3

• Instagram:• Teaser Campaign for Commercial

• YouTube:• Post Commercial• Behind the Scenes of Commercial

I. POP UP STANDS

SUSTAINMENT

WE BELIEVE IN THE

KIDS

WHO ARE

#OFFTHESTREET