Below is the PDF file of the final proposal, and the graphics of the crosstrack poster we designed. The work was done in a team of 3 ladies.
Semester 1: Ideas Generation in Visual Communication, taught by Peter Worthington and Matt Leach
Showing posts with label buy nothing day. Show all posts
Showing posts with label buy nothing day. Show all posts
Monday, February 23, 2009
Buy Nothing Day crosstrack & visual proposal
This is the visual part of the assignment described in my earlier post. In summary, the students created a proposal to Adbusters magazine for designing a crosstrack campaign for Buy Nothing Day (the text of the proposal is included in a separate post).
Below is the PDF file of the final proposal, and the graphics of the crosstrack poster we designed. The work was done in a team of 3 ladies.
Semester 1: Ideas Generation in Visual Communication, taught by Peter Worthington and Matt Leach
Below is the PDF file of the final proposal, and the graphics of the crosstrack poster we designed. The work was done in a team of 3 ladies.
Semester 1: Ideas Generation in Visual Communication, taught by Peter Worthington and Matt Leach
Sunday, January 25, 2009
Buy Nothing Day proposal body copy
This is the text of the final proposal to Adbusters for creating a cross-track poster, advertising Buy Nothing Day. The brief and research were included in my earlier post.
View the visual version of the proposal and crosstrack design!
Give Products a Voice!
Introduction
Hello, my name is… well, it’s not important. You see me every day, multiple times a day; in fact you probably see me every few minutes and don’t even notice me. I sit on shelves, hang on racks, and sometimes I just stand on the floor. People mindlessly grab me, own me, and after a short time discard me into a dumpster. Sad story, I know.
I am a Product, and my only hope is Buy Nothing Day. I dream of a day, when people will treat me with respect; when they will stop and think before taking me home. My friends at Adbusters are making this dream a reality through their Buy Nothing Day campaign. Now a team of passionate designers from Tops Creative is here to join them to create a cross-track poster, so the young Sydney residents will notice me as well.
History
This glorious path to liberation started in Vancouver in the early 1990s, when a brilliant designer decided to put a stop to mindless buying, and organized Buy Noting Day. To me, it’s better than a Birthday! For 24 hours people just don’t buy. They go about their lives enjoying various activities that don’t involve destruction of my kind.
Now Buy Nothing Day is celebrated in more than 65 countries. It makes my heart sing. Additionally, every year Buy Nothing Day falls on the day after Thanksgiving in North America, which is the busiest shopping day of the year due to approaching Holidays. This year Buy Nothing Day will be observed on November 28th in North America, and on November 29th internationally.
Audience and Target Market
You might be asking who will be looking at the cross-track. In case you didn’t know, cross-track, as the name implies, is a large poster, positioned across the train tracks. Times have changed, and now railroads penetrate our land far and wide. They allow people to travel to their work and entertainment destinations at almost any time of the day. In the morning a cheerful pack of students is traveling to their schools, and at night the party owls crowd the platforms, awaiting the late train.
What a perfect opportunity to tell them about me! The pals from Tops Creative will put their cross-tracks throughout the CBD, where hundreds of youngsters ages 18 to 25 will notice me, and my message for Buy Nothing Day.
Kalle Lasn from Adbusters defined the target audience of Buy Nothing Day as “the 20 percent who consume 80 percent of the goodies in the global marketplace.” This is the young and working population with large disposable incomes. I would place them at 25 to 35 years old, but my question is, why wait so long? I want the younger people to realize that as a Product, I am more than just another “thing” they consume. I require a choice, when deciding whether to take me off the shelf. Am I really necessary? How long will I be used for?
To back up our approach, the designers from Tops Creative and myself went out and asked 18 to 25 year olds what they think about the Buy Nothing Day idea. Many of the people surveyed acknowledged that there is a problem of overconsumption in our society. Yet, they didn’t feel that one day can change anything. “I would just buy stuff the next day,” said Jason McFall. And we say that if enough people participate, it will reach a critical mass that will change people’s shopping habits, and consequently improve my life!
Survey Quotes (in their own words)
Jack Ukleja: I would probably do it, but it doesn’t matter. I buy nothing on many days. What I want is to “bring down the Man.” We need re-education. People who need this the most are the least aware of these issues.
Stuart Cam: I like the overall idea. Less consumerism means lower interest rates (smile).
Competitors and Their Ads
Adbusters is not alone in their aim to change people’s behavior through a one-day event. White Ribbon Day is a campaign against violence towards women. It’s been very successful at attracting attention of many people. In 2006 for instance, White Ribbon Activists distributed 300,000 white ribbons.
People participate in White Ribbon Day by purchasing and wearing white ribbons, and people like buying stuff. On the contrary, Buy Nothing Day asks individuals to not shop, which could be difficult to promote. Additionally, White Ribbon Day is only three days before Buy Nothing Day, and they may attract the same audience.
In their 2007 advertising campaign, White Ribbon Day organization captured people’s attention by using images of famous people. However, they did have noticeable problems with text hierarchy within the ads, and a large amount of copy to read. The headings didn’t explain the point of White Ribbon Day well enough after seeing a dominant picture. Understanding the ads required excessive effort from the viewer.
We will learn from the successes and pitfalls of White Ribbon Day campaign to produce an effective cross-track poster, and give me and my fellow Products a voice!
Existing Advertising and Our Proposition
Buy Nothing Day’s prior advertising has employed humor, as well as a more serious tone, to portray the current state of the world. It is difficult to gauge the effectiveness of Buy Nothing Day campaigns, since participation is on individual level, and no ribbons or tokens are sold to count the participants. It is also a global multi-national event, which makes reporting of data somewhat vague.
However, from our research young people do recognize the problems of consumerism in our Western society. They are ready to listen, and I am here to capture their minds with my charming character. Once my cute icon grabs youngster’s attention, the text of the ad will convey the importance of consuming less, and urge them to participate in Buy Nothing Day.
Conclusion
The approach of giving Products a voice is rather controversial, and it hasn’t been done before. The main idea behind the campaign is that Products are not just cold mindless things with barcodes on them. They cannot be used and thrown away without a thought, but need to be respected and valued.
The above proposal, as well as the proposed cross-track, is written from the perspective of a Product, which will help younger people associate with its character and realize the personality behind anything they buy.
View the visual version of the proposal and crosstrack design!
Give Products a Voice!
Introduction
Hello, my name is… well, it’s not important. You see me every day, multiple times a day; in fact you probably see me every few minutes and don’t even notice me. I sit on shelves, hang on racks, and sometimes I just stand on the floor. People mindlessly grab me, own me, and after a short time discard me into a dumpster. Sad story, I know.
I am a Product, and my only hope is Buy Nothing Day. I dream of a day, when people will treat me with respect; when they will stop and think before taking me home. My friends at Adbusters are making this dream a reality through their Buy Nothing Day campaign. Now a team of passionate designers from Tops Creative is here to join them to create a cross-track poster, so the young Sydney residents will notice me as well.
History
This glorious path to liberation started in Vancouver in the early 1990s, when a brilliant designer decided to put a stop to mindless buying, and organized Buy Noting Day. To me, it’s better than a Birthday! For 24 hours people just don’t buy. They go about their lives enjoying various activities that don’t involve destruction of my kind.
Now Buy Nothing Day is celebrated in more than 65 countries. It makes my heart sing. Additionally, every year Buy Nothing Day falls on the day after Thanksgiving in North America, which is the busiest shopping day of the year due to approaching Holidays. This year Buy Nothing Day will be observed on November 28th in North America, and on November 29th internationally.
Audience and Target Market
You might be asking who will be looking at the cross-track. In case you didn’t know, cross-track, as the name implies, is a large poster, positioned across the train tracks. Times have changed, and now railroads penetrate our land far and wide. They allow people to travel to their work and entertainment destinations at almost any time of the day. In the morning a cheerful pack of students is traveling to their schools, and at night the party owls crowd the platforms, awaiting the late train.
What a perfect opportunity to tell them about me! The pals from Tops Creative will put their cross-tracks throughout the CBD, where hundreds of youngsters ages 18 to 25 will notice me, and my message for Buy Nothing Day.
Kalle Lasn from Adbusters defined the target audience of Buy Nothing Day as “the 20 percent who consume 80 percent of the goodies in the global marketplace.” This is the young and working population with large disposable incomes. I would place them at 25 to 35 years old, but my question is, why wait so long? I want the younger people to realize that as a Product, I am more than just another “thing” they consume. I require a choice, when deciding whether to take me off the shelf. Am I really necessary? How long will I be used for?
To back up our approach, the designers from Tops Creative and myself went out and asked 18 to 25 year olds what they think about the Buy Nothing Day idea. Many of the people surveyed acknowledged that there is a problem of overconsumption in our society. Yet, they didn’t feel that one day can change anything. “I would just buy stuff the next day,” said Jason McFall. And we say that if enough people participate, it will reach a critical mass that will change people’s shopping habits, and consequently improve my life!
Survey Quotes (in their own words)
Jack Ukleja: I would probably do it, but it doesn’t matter. I buy nothing on many days. What I want is to “bring down the Man.” We need re-education. People who need this the most are the least aware of these issues.
Stuart Cam: I like the overall idea. Less consumerism means lower interest rates (smile).
Competitors and Their Ads
Adbusters is not alone in their aim to change people’s behavior through a one-day event. White Ribbon Day is a campaign against violence towards women. It’s been very successful at attracting attention of many people. In 2006 for instance, White Ribbon Activists distributed 300,000 white ribbons.
People participate in White Ribbon Day by purchasing and wearing white ribbons, and people like buying stuff. On the contrary, Buy Nothing Day asks individuals to not shop, which could be difficult to promote. Additionally, White Ribbon Day is only three days before Buy Nothing Day, and they may attract the same audience.
In their 2007 advertising campaign, White Ribbon Day organization captured people’s attention by using images of famous people. However, they did have noticeable problems with text hierarchy within the ads, and a large amount of copy to read. The headings didn’t explain the point of White Ribbon Day well enough after seeing a dominant picture. Understanding the ads required excessive effort from the viewer.
We will learn from the successes and pitfalls of White Ribbon Day campaign to produce an effective cross-track poster, and give me and my fellow Products a voice!
Existing Advertising and Our Proposition
Buy Nothing Day’s prior advertising has employed humor, as well as a more serious tone, to portray the current state of the world. It is difficult to gauge the effectiveness of Buy Nothing Day campaigns, since participation is on individual level, and no ribbons or tokens are sold to count the participants. It is also a global multi-national event, which makes reporting of data somewhat vague.
However, from our research young people do recognize the problems of consumerism in our Western society. They are ready to listen, and I am here to capture their minds with my charming character. Once my cute icon grabs youngster’s attention, the text of the ad will convey the importance of consuming less, and urge them to participate in Buy Nothing Day.
Conclusion
The approach of giving Products a voice is rather controversial, and it hasn’t been done before. The main idea behind the campaign is that Products are not just cold mindless things with barcodes on them. They cannot be used and thrown away without a thought, but need to be respected and valued.
The above proposal, as well as the proposed cross-track, is written from the perspective of a Product, which will help younger people associate with its character and realize the personality behind anything they buy.
Sunday, September 14, 2008
Adbusters: "Buy Nothin Day" proposal first draft
The Brief:
Write a proposal to Adbusters magazine for creation of a cross-track poster, advertising Buy Nothing Day (BND).
Short History:
In America, the day after Thanksgiving is a memorable one to many people. They stand outside during cold early morning hours, queuing up outside of Wal-Marts and hunting for bargains. In Europe, it is the Saturday in late November that suffers most from the shopaholic’s invasions. This day is also important for Humanity, perhaps one of the most significant days. It decides whether we continue living on Earth, or vanish from its surface, erased by toxic fumes and lack of resources to sustain us. It is BUY NOTHING DAY.
Started in Vancouver in the early 1990s, Buy Nothing Day is now an international event supported by more than 65 counties. Buy Nothing Day is not about abstaining from shopping for a single period of 24 hours, and then moving into a new day hungry for “stuff.” It’s about spending the day in contemplating and questioning our purchase choices, breaking our shopping habits and raising awareness of our behavior as typical consumers.
Normal Target Audience:
Kalle Lasn, Adbusters very own, defined Buy Nothing Day target market as “the 20 percent who consume 80 percent of the goodies in the global marketplace” (Revkin, A. C. 2007. A Fresh Adverising Pitch: Buy Nothing, New York Times, link to article). This is generally the young and working population with huge disposal incomes, approximately ages 25 to 35. But why wait so long? Why not deliver the message of over consumption to a younger audience? In our cross-track poster we will target the minds of 18 to 25 years olds, whose attention span is shorter, but impact of knowledge is longer.
Many of these youngsters admit that there is a problem with consumerism in our society, but most of them feel they cannot make a difference. From the beginning of working life, young shoppers need to know that it is them, who control the market. They have a choice, when it comes to making educated decisions about what to buy and what to leave on the shelf.
Buy Nothing Day Media:
Below is some NBD media to feat your eyes on, until our killer poster is available.
"What Would Jesus Buy" Movie Trailer
Write a proposal to Adbusters magazine for creation of a cross-track poster, advertising Buy Nothing Day (BND).
Short History:
In America, the day after Thanksgiving is a memorable one to many people. They stand outside during cold early morning hours, queuing up outside of Wal-Marts and hunting for bargains. In Europe, it is the Saturday in late November that suffers most from the shopaholic’s invasions. This day is also important for Humanity, perhaps one of the most significant days. It decides whether we continue living on Earth, or vanish from its surface, erased by toxic fumes and lack of resources to sustain us. It is BUY NOTHING DAY.
Started in Vancouver in the early 1990s, Buy Nothing Day is now an international event supported by more than 65 counties. Buy Nothing Day is not about abstaining from shopping for a single period of 24 hours, and then moving into a new day hungry for “stuff.” It’s about spending the day in contemplating and questioning our purchase choices, breaking our shopping habits and raising awareness of our behavior as typical consumers.
Normal Target Audience:
Kalle Lasn, Adbusters very own, defined Buy Nothing Day target market as “the 20 percent who consume 80 percent of the goodies in the global marketplace” (Revkin, A. C. 2007. A Fresh Adverising Pitch: Buy Nothing, New York Times, link to article). This is generally the young and working population with huge disposal incomes, approximately ages 25 to 35. But why wait so long? Why not deliver the message of over consumption to a younger audience? In our cross-track poster we will target the minds of 18 to 25 years olds, whose attention span is shorter, but impact of knowledge is longer.
Many of these youngsters admit that there is a problem with consumerism in our society, but most of them feel they cannot make a difference. From the beginning of working life, young shoppers need to know that it is them, who control the market. They have a choice, when it comes to making educated decisions about what to buy and what to leave on the shelf.
Buy Nothing Day Media:
Below is some NBD media to feat your eyes on, until our killer poster is available.
"Story Of Stuff" Video (www.storyofstuff.com)
"What Would Jesus Buy" Movie Trailer
Existing BND Ads and Posters
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