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@jbcommuter
We’ve come up with a campaign strategy (plan of attack) which we would like to use as a working brief for all of the million creatives on this forum.
While we’re not looking to dictate, we feel that it’s easier and faster to put a specific idea out there and have you guys come up with the actual ideas for it, than keep things completely open and vague.
We would like treatments for each particular part of the campaign. So if you are a film maker please have a brain storm and come up with an awesome idea for the viral. If you are a website designer and can facilitate this end of things please let us know how you see it and so on.
We will have each part of the campaign tie in with all the others through the use of the logo, theme, and perhaps a tag line.
The Decision
On Tuesday October 7th we are holding a vote for best viral, best logo, best website name, and best direct action plan. You must vote in person on this date. We will not accept any online voting. The job will be award Wednesday the 8th, with approximately 10 days to complete it.
Meeting details:
7pm
Tuesday 7th October
El Paso on Old Street
Central Message
Cyclists are dying under lorries, this has to stop, both cyclists and HGV’s play an important role in this.
Theme
We would like to use watermelons throughout the campaign. We see the watermelon as a quirky media-friendly tool that is able to easily show how vulnerable cyclists are. While being very graphic and even perhaps haunting, seeing a watermelon run over is light enough to keep media, families, and drivers happy with us. We also see the watermelon as a theme that is easy to carry on, build on, and evolve into new campaign strategies.
Strategy
We will be carrying out the campaign through the following methods.
Our current treatment is that we will line a cycle lane with watermelons in a sort of guerilla manner. Each watermelon has a lifesize photograph of someone’s face. We then film what happens to them as HGV’s turn left.
However we would like to open this up for ideas from all of you. What is the most “viral” viral you can thinking of depicting our message.
We want your treatments, the idea doesn't have to be the above, but unless you have an entirely new whole campaign for us, if does have to involve the watermelon.
You will have 10 days from approval of your treatment to complete the viral. Also we only have whatever budget can be raised here so count the budget as close to zero as possible for now.
2. Logo.
This logo will be on all aspects of the campaign (website, flyer, spokecard, whatever)
Currently we are thinking that this will be a watermelon with a tyre track through it. But that is just a working brief and could totally change.
We need this designed! Please post ideas here!! Doesn't have to be the idea above, but again it has to be a watermelon theme unless you're coming up with a whole new campaign. Just to stress, you are proposing your ideas for the logo treatment and not submitting the final design (yet).
3. A website .
It will host:
a. the viral,
b. a list of different letters to MP’s, the mayor, etc,
c. links to different visuals.
d. Facts and figures
We need a great name for this site that’s available. We don’t wantwww.cyclesafelondon.com as it just seems too governmental in title*.
This site will have to be ready to go live in 10 days from the approval of the treatment. Would you like to make that happen?
*cyclesafelondon.com will still run in just the way it is running, the campaign website will be focussed on the campaign alone.
4. Flyers.
The text for this is currently being written. Obviously not much can be done on this right now but we’re including it so you can see all aspects. It will have the logo on it and direct people towards the website.
We will have about two weeks to design and print these. Let us know if you’re interested in assisting.
5. A Direct Action/Peaceful event
We are looking at Tuesday October 28th !! (TBC)
We are currently planning this for outside of a building site. The current plan is for Kings Cross, targeting one firm. Details a bit later on specifics.
The theme for the Direct Action will be a mass of people with their bikes outside a work site first thing in the morning. We will line the entrance with watermelons with photographs of people on them . As working HGVs drive through and squash them, it will create a silent peaceful but visually gripping protest .
We will also have spray paint and stencils of the watermelon logo at the site and will be spray painting cyclists with flouro jackets as they ride by.
Do you have additional ideas for this!?!?
We need all of you out in force for this morning.
By this point we will have the viral, website, and flyers ready and up and running.
It’s important to note that through all of this it is incredibly important that we are not blaming the cyclists nor the HGV’s as being the sole contributor to these deaths.
Your Ideas
So there you go!! Have a giant brainstorming party and start posting as many ideas as you may have to execute this brief.
** If you think of a better theme than us, great! But please realise that it will mean changing each aspect of the campaign, not just the one part. Meaning we can’t have a killer idea for the flyers but no idea how to tie it in with the viral. While we are completely open to the entire brief changing it would have to change as a whole. If you have a brief that fits all of the different aspects of the campaign that’s more kick-ass than this throw it in. HOWEVER - you have to think through the implications. We have to be able to deliver all of this on a very tight budget, and with 10 days to produce the final work.