The Brief
Our target audience are young Australians aged 20-35 years who care about climate change.
They save water and use energy efficient globes, however they feel that there isn’t much they can do to further help reduce global warming...
The brief is to create 3 Billboard Advertisement and 2 Ambient Advertisements for the Australian Conservation Foundation to promote a 'new' way in which young people can help reduce climate change.
The Strategy
In 2012, 76% of Australias Greenhouse gasses come from the Energy Sector. In other words, burning fossil fuels such as coal and gas. Fortunatley there is something that we can do about it. Most energy companies allow their customers to opt for energy from renewable, greenhouse gas free alternatives. In Australia these alternatives are accredited by GreenPower.
Whilst to make the switch to renewables does initially cost more, if we don't change over now the cost of fossil fuels will rise as fuel supply decreases. Right now it costs more to build and start a coal plant as opposed to a wind farm.
If you don't switch to Renewable Energy, Fossil Fuel will cost you!
Creative Executions: Billboards
The main message 'Fossil fuel will cost you' becomes the headline for the three billboards advertisements. The billboards illustrate the headline by showing home appliances that are powered by fossil fuel, in turn the owner has to pay more.
Vending Machine Fridge: This piece includes a fridge that requires you to pay for your groceries
Coin Operated Heater: This heater has a gumball style coin slot that the owner needs to use.
EFTPOS Microwave: To use this microwave you need to first swipe your credit or debit card.
Creative Executions: Ambient
The main message 'Fossil fuel will cost you' carries across to the Ambient advertisements in an approach that will catch the target audience by supprise
Using a simmilar approach to the billboards, this ambient advertisement places itself in
a space that usually never has advertising, thus catching the target audience by supprise
This ambient advertisement flips the message to 'Fossil fuel will save you' as well as providing the user with a place where they can charge their phones.
There is also possibility for integration with a mobile phone app.
