These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/dream-box

2. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

3. DREAM in a box
BRAND WHY?
Deliver long term customer engagement,
loyalty and growth through championing a new
and more enduring vision of prosperity.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

4. DREAM in a box
BRAND HOW?
By delivering the vision of a new lifestyle,
products and services for a new and enduring
prosperity into meaningful communities of
action and advocacy.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

5. DREAM in a box
BRAND WHAT?
Nothing scary. Nothing New.
Simply re-shaping storytelling by turning the
old dark arts of Hollywood, Madison Avenue,
Soaps and Magazines to a new purpose.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

6. DREAM in a box
• Reimagine Prosperity
• Reframe Sustainability
• Transform Desire
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

7. DREAM in a box
Re-imagine
PROSPERITY
Reframe
SUSTAINABILITY
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
Transform
DESIRE

8. DREAM in a box
One pure focus in brand terms?
To transform desire…
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

9. DREAM in a box
From:
“Negative Desire” - unfettered consumption –
hot - beyond our means – toxic, punitive and
underwritten by unsustainable myths.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

10. DREAM in a box
To:
“Positive Desire” – smart consumption – cool within our means – generative, rewarding and
underwritten by sustainability truths.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

11. DREAM in a box
Communicating Positive Desire
85% Not Currently Not Interested
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

12. DREAM in a box
Communicating Positive Desire

Wrong kind of storytelling – science, up
through the supply-chain
Impenetrable language
Irrelevant – no cultural signposts – Planet We
Using negative diminish and mitigate language
Fact driven
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

13. DREAM in a box
Communicating Positive Desire

Right kind of storytelling – people, down
through the insight
Everyday language
Relevant – cultural signposts - Planet Me
Use positive aspirational thriving language
People Powered
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

14. DREAM in a box
Reframe the conversation:
Niche Sustainable Living Plan
(Environmental Movement - Glass
Half Empty)
Populist Enduring Aspirations
(Prosperity Movement - Glass Half
Full)
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

15. Engagement through
shared language, beliefs
and aspiration.
Expanding conversations
about what people care
about in language they
understand.
Socialise the pants off it!
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

16. PROCESS
Relentless convene &
curate methodology.
Driven by dream curators.
Uses standard social tools
– e.g. Pinterest, Word
Clouds, Instagram, etc.
3 buckets of activity.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

17. Shape
Share
Measure
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

18. COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

19. FRAME the dream
Kick-start co-create workshop –
audacious diversity.
Define shared values across
sustainability + personal “quality
of life” + national identity.
3 areas (Culture & Style.
Wellbeing & Living).
Explore the gap between status
quo and aspirations.
Cultivate culturally tuned
language and visualisations.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

20. VOICE the dream
Reframe sustainability jargon to
culturally relevant language of
personal prosperity & national
identity.
Mine old sayings or create new
buzzwords
Shape Dream tagline, lead meme
or key phrase.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

21. VISION the dream
Curate the visual lexicon
Compare what’s hot & what’s not.
Look for culturally-shaded visual
Themes
Look for the ‘signifiers, signs and
wonders’ of a new prosperity.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

22. FORGE the dream
Activate workshops
Use populist exercises to reframe
the conversation
Develop and explore relevant
themes in each of the 3 areas
Look at permutations of
stakeholders to forge innovative
partnerships or shared interests
around themes
Seek to influence local policies
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

23. PEOPLE the dream
Identify and secure your social
movers and shakers; advocates
and influencers
Know your ‘heroes’ & how they
live the Dream - “a day in the life”
Explore populist ‘storylines’
Shape social strategies around
stakeholders groups and themes
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

24. SHARE the dream
Leverage influencers.
Mass & Social media to spread
new language and visualisations.
Activate community with “Dream
in a Box” open toolkit
Help brands incorporate Dream
into marketing campaigns
Create content tools – soap
operas, web films, blogs and
marketing campaigns
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

25. MEASURE the dream
Key goal - Dream widely adopted
enough to be self-sustaining
• Pick up rate in social media for
the new term or phrase
• Number of cities/regions and
brands piloting Dream
initiatives or policies
• Number of mass media
features and ads
• Dream workshops held
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

26. DREAM in a box
Trite or Trend?
Ignores or Avoids Complexity?
Tyranny Of Positivity?
Offers the Holy Grail - ‘the answer’?
One Size Fits All?
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

27. DREAM in a box
Reframes universal sustainability truths against particular
cultural challenges and through specific socio-cultural
filters, e.g.
• CHINA – 800 million emerging middle class + a
particular need for aspirational stability and affirmation
within an economy in profound transformation.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

28. DREAM in a box
• EUROPE – myriad tribes reeling under austerity
impacts, old world stratification and a schizophrenic
relationship with the social needs and human politics of
sustainability.
There is no one-size-fits-all conversation.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

29. DREAM in a box
MIND YOUR LANGUAGE…
“Funny thing the D word” - very particular, polarising and
contentious.
• Martin Luther King moved the world with his.
• John Stuart Mill decried the tyranny of a single one.
The D word should be invisible unless culturally potent!!
Dream In A Box is a programme title – not a meme.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

30. DREAM in a box
‘Dreams’ come in different shapes and sizes
depending on culture and trajectory:
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

31. DREAM in a box
Not to provide the ‘answer’ – simply to help us
to:
• Ask the right questions
• Unlock conversations
• Mine and build insights,
• Enrich language
• Reveal commonalities
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

32. DREAM in a box
“SHOW ME THE MONEY”
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

33. DREAM in a box
The Story So far: China Dream
‘Happy Harmonious Dream”
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

34. DREAM in a box
The Story So far: China Dream
• MAYORAL WISDOMS – developing curriculum at three
training academies to teach how to build sustainable
cities: e.g. "Eco-heritage tourism", "Sustainable lifestyle",
"Low Carbon Transport". New course in development
called " social spaces 2.0: Soul of a City" to encourage
access to space rather than ownership of space.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

35. DREAM in a box
The Story So far: China Dream
• POLICY SHAPERS - Research into 7 local policy
recommendations that guide consumer behavior presented to about 100 local leaders
• CLEAN & SERENE - To activate safe food, JUCCCE is
working with Ecolab, a company that works in restaurant
hygiene and clean water supply, and a local design firm
called Impact Group to publish and distribute a guide for
"Top 10 tips for Safe and Healthy Restaurants".
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

36. DREAM in a box
The Story So far: China Dream
• YOU ARE WHAT YOU EAT - created a New Way to Eat
program - melds new nutritional guidelines with low
impact foods - convening senior global coalition of
nutritionalists and sustainable agricultural experts to
develop new guidelines – create school curriculum in YK
Pao and YCIS schools, and tasty, sustainable and
nutritious school meals with Eurest.
• Developing a NWTE programme with WEFer David
Agus (author of "End of Illness”) that is “Good for you,
Good for the planet”.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

37. DREAM in a box
The Story So far: China Dream
• APPY TALK - To activate livable cities and engage
citizens in improving their communities, JUCCCE has
launched a Heyue City web and mobile app
(heyuecity.com) in conjunction with Augmentum
software developers and
• This online tool allows people to suggest productive
improvements to their communities and campuses.
Working with content channel partners such as the
Shanghai Government for their recent Design Week
Tongji U. and Project for Public Spaces in NYC to upload
their social spaces case studies from around the world.
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

38. DREAM in a box
The Story So far: China Dream
• SCREENAGE CHINA DREAM - International Channel of
Shanghai is filming a “China Dream” multi-part
documentary, in which JUCCCE is featured
Salimah Ebrahim, an environmental journalist working
with Peter Klein (3x Emmy award winning producer of
CBS' 60 Minutes) is to film JUCCCE and select China
Dream partners in December 2013.
• Developing multiple initiatives for embedding China
Dream social norms into a TV drama
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

39. DREAM in a box
The Story So far: China Dream
• PEOPLE KNITTING - JUCCCE is working with LendLease, one of the world's largest land developers to
develop case studies on new models for tri-generational
living.
• SHOPPER’S DREAM - Co-hosted a Sustainable Retail
workshop in Shanghai with Centre for Sustainable
Consumption and Production and CSCP Director ,
Michael Kundht, (WEF Global Agenda Council for
Sustainable Consumption and Advisor to the China State
Council on Sustainable Consumption)
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

40. DREAM in a box
The Story So far: e.g. UK Dream
‘Sustainable Living Plan’
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED
Vs.
‘?’

41. DREAM in a box
How the Dream process
translates into
a particular culture
YOU ARE HERE
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

42. DREAM in a box
Work In Progress
‘Sustainable Living Plans’
Vs.
Lighter Living’
“Free Your Mind, Unclutter your life &
Lighten up!”
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

43. DREAM in a box
‘Lighter Living’
Money, Diet, Travel, Learning, Energy,
Technology, Entertainment, Community,
Home, Health and Wellbeing
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

44. DREAM in a box
‘Lighter Living’
Culture & Style: Vibrant Tribes
Wellbeing: Old Heads Young Shoulders
Living: Cats-Cradle Communities
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

45. DREAM in a box
‘Sustainable Living Plan’ Vs. ‘Lighter
Living’
Both Underpinned by Sustainability Truths
Both Deliver smarter living solutions
But one I ‘think’ while the other I ‘feel’
One compresses me; the other liberates me
One’s a dissertation, the other’s a magazine
One’s for the 17+% ish; the other’s for the 83+% ish
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

46. DREAM in a box
Glass Half Empty To Glass Half Full:
‘Lighter living’ gives a purposeful why? A
manifesto framed for an aspirational lifestyle:
“We believe that everyone in the UK has the
right to a lighter life, a life unfettered…”
COPYRIGHT DREAM IN A BOX © 2013 ALL RIGHTS RESERVED

47. DREAM in a box
Until next time, in the words of Aerosmith’s
Stephen Tyler
“Dream On, Dream On…