Sky Rainforest
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To develop a social activation idea that helps bring the Amazon closer to a new, younger, fashion conscious audience, who currently feel the Amazon is far removed from their day-to-day life and aren’t really engaged with the issues. We needed to land the fact that rubber from the rainforest goes into every pair of Vejas. And we had to engage a young fashion conscious group in the process. Showing them that small steps = big change Welcome to Tap For Trainers - the virtual instagram tree the keeps growing and giving - each tile had content that was immersive to the target audience
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Sky Rainforest
- 1. Hello
- 2. Sky Rainforest Rescue - Background Something fashionable is growing in the Amazon rainforest. Sky Rainforest Rescue ambassador Lily Cole has created a fabulous limited-edition shoe collection with Veja, the French eco fashion brand. The soles of the shoes are made from Amazonian rubber.
- 3. Sky Rainforest Rescue – Ambition To develop a social activation idea that helps bring the Amazon closer to a new, younger, fashion conscious audience, who currently feel the Amazon is far removed from their day-to-day life and aren’t really engaged with the issues.
- 4. Audience Insight 18-24 year olds make up 12% of the UK population yet only 0.5% have charitable commitments – they are attracted to low involvement initiatives such as text donations (54%).
- 5. The Organising Idea Inspiring a simple step change
- 6. How we arrived at the idea We needed to land the fact that rubber from the rainforest goes into every pair of Vejas. And we had to engage a young fashion conscious group in the process. Showing them that small steps = big change
- 7. The Idea #TapForTrainers on Instagram
- 12. Spreading the story • Using bloggers and influencers to extend story into their networks • Bloggers include: AJ, Boy from Dagbon, Jean Jullien Distinguished & Co.
- 13. What does the client think of the work? “I love the product insight” “I can see why you went with that idea” “The illustration is beautiful”
- 14. Social Chatter
- 15. Now it’s your turn to tap @SkyRainforestRescue #TapForTrainers
- 16. Thank you
Hinweis der Redaktion
- THEME THROUGHOUT ALL THIS IS COLLABRATION – INTERNAL AND EXTERNALLY - iNTERNAL – Power of 10 EXTERNAL – SKY WWF, LILLY Howdy, great to be in the Garden of Eden- talking off greenry I’m going to share you an idea we did for Sky Amazon Rainforest CSR- BTW IN THIS CAMPIAGN we set out not to– so we started from a good place.
- Bit of blurb,,,,
- Disconnect – but younger audience are very passionate about worthy causes – problem is Sky were aiming at the already captive audience Eco Warriors – Hairy toes in Berkinstocks
- This wider group are very active in places such as Tumblr and Instagram – some planning porn here for the planners in the room
- Quite simply… we harnessed a behaviour trait
- Rubber Tapping also plays into already recogonsable action Tap on Instagram
- How we brought it life Art direction – illustrator
- EDUCATE AND INFORM IN AN ENGAGAING WAY TO THIS FASHION CONCIOUS YOUNGER AUIDENCE
- Rather than Sky spread the story let’s get our influcencers to do it by creating some of the content and get them to tell the story
- What the new core audience think of it --