D&AD In Book

Branding & Identity: ECO RE:STORE

Campaign: Food Myths

Campaign: Time To Grow UP

Title of the brief – Import/Export

This brief was divided into 2 parts. Our first task was to carry out primary research over the summer holidays. We had to research and compile a list of ‘Top 10 international ideas, services, and/or innovations that could be imported or exported between countries.’ The second part of the brief was for us to plan and design a campaign to import or export the idea from the country of origin to another.

Campaign Title: Time to Grow UP

Essence of Idea
Being driven up the wall by land scarcity, Vertical Gardens are a growing trend in urban landscaping around the World. These living, breathing walls purify your air, and keep you naturally warm in the British winter.

Originally from France, this practice has since travelled the globe from Bangkok to Japan, from Australia to America. And only recently, this has shown potential in London with the first Vertical Gardens being built at the Athenaeum Hotel in Spring 2009.

Execution:

1. Join a Vertical Garden project with a local council
2. Adopt-a-Garden
3. Build your own Vertical Garden

Campaign overview
Phase 1: Pre-Launch
Setting up working ties and collaborating with local councils.

Phase 2: Teaser Ads (soft launch to garner attention)
Launch of website and teaser ads to direct people to website.

Phase 3: Full Launch
Main campaign to launch with more information to audience.

Phase 4: Call to Action
Vertical Gardening workshops in the community.