face the jungle by ilaria, valentina, helen, giulia, noemi, elisabetta, martina, francesca,...

Wharton University Face the jungle.February 2016

February 2016

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Team

A MIAMI AD SCHOOL BRIEFING


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Team

Italian Students IULM University Milan

Copywriting team: Ilaria Villani, Valentina Foschi, Helen Durzi, Giulia Donati, Noemi Vecchiotti, Elisabetta Tiracorda, Martina Brescia, Francesca Fantini, Massimiliano Blasi, Veronica Barbaglia, Nicolo Battaglia, Gianmaria Bragagnolo, Guido Pusterla.


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Debriefing



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Debriefing

WRT the brief:A. The brief looks difficult because of the level of abstraction on the “content”on the one hand, and very tangible deliverables on the other hand. There are two major deliverables that the client is looking for with regards to this project. There is a complicated info graphic - this needs to be redesigned, much clearer and easier to understand. We are to take this existing graphic, redesign it into1. Poster2. 2-3 minute video3. An overall campaign to promote the bookIn business, the real life, it is also like this: a client walks in, gives a (partial) brief, wants tangible deliverables..and we fix it.

B.Here is a tip to take with you when picking up this challenge:(a) look at the branding of the book more as the “branding of a thought, an idea”, a “school in your head”, a product brand or a concept brand(b) extend that into a platform not just promoting the book, but the concept and all the spin-offs of that (speeches, presentations, education..)(c) and thus it’s easy to come up with the deliverables, ensuring they are consistent


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Strategic insights



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Strategic insights

“It is not the strongest of the species that survives, nor the mostintelligent, but the one most responsive to change.”

That is what Charles Darwin said once.

We choosed Charles Darwin, the father of the Evolution Theory. Analysing the documents of the brief, we started from the Eraclito’s “Panta Rhei” reflection: “Everything flows and we cannot stop and stare.” This is why we choosed Darwin, because we believe that his theory is the answer to the concept of active surviving.



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Strategic insights

We are living in hard times where everybody depends from other people/institution rules. How we can avoid this? By learning, reading books and improving ourselves without asking help from other people.

This is the real strength of this book: being self-sufficient.BecauseHappiness belongs to self-sufficient.

Key words:self-sufficient —> “it’s up to you”


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The BIG idea



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The BIG idea - Rationale

Changing, evolution is something that made the world how it is now and is completely absurd and against the nature trying to stop it or obstaculate it.Advertising and business in general are cruel worlds and maybe the sectors in which this change is more necessary and inevitable.Be the one who decide, not the one who is directed by the decisions of other people.

Knowledge is what makes things work. This is the concept of our book: It’s not the world that changes, we have to fit in it.

Advertising is no more just “selling a product” but instead selling your own brand. That’s why our target could be mostly everybody and that’s why it’s worthy reading it.

It’s not about surviving, it’s about living.



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The BIG idea - Creative platform

Media

Web Video --> our goal is to become viral

promotion on social media :

youtube because is the most easy way to get in touch with the most of the target

facebook because is the most used social network by students (18 - 30) all over the world to keep information.

Poster

promotion on specialized magazines (AD Week, Advertiser and Advertising Engage)

urban affiche (underground, university and offices)

Target: pratictioners (leaders of small and medium business, marketing and adv enterprises) students from 18 to 30 (business, marketing and adv/communication) educators (university professors of business, marketing and adv/communication)



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Claim

“Face the jungle”

This claim reassumes the focus point around which our campaign rotates. In other words: we live in a world that is comparable to the jungle, with everyday s life problems and insidous tricks, with dangerous animals as the bears and the bulls of the market and decision that are to take.

You cannot hide from them, waiting others to find a solution.

Until you wont find a way to face all of the challanges that the world put you in front of, you are not going to be an active part of your own life.


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Creative output



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Video

IntroA monkey find itself lost in a big city (like New York). Scared by the traffic jam and chaos, it mirrors itself in a puddle while it run away. This is the first time we see its reflection: a monkey. After this, a lot of adventures and problems concerning surviving happen to it: finding a refuge, finding food ecc.. Then others problems arrive: not anymore about surviving, but about the desire of what life can give you. Time flows, the monkey while it is walking stops in front of a mirror: it s not a monkey anymore, but she evolved into a human.

We discover about the evolution just at the end of the video when it mirror itself, because the video is filmed from the pov of the monkey.

Music: Right here right now, Fatboy Slim for all the video

Storyboard in attachment



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Creative output

Poster -->



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Advice

We suggest you to use the philosophy that’s behind the product to promote it.The fact that book spurs people to improve is something that is common to all other marketing books, that’s why the concept of evolution in a Darwinist key must be highlighted to differentiate it.

If you want to sell a specific message you have to believe in it, only in this way your campaign will have success, because also your consumers will believe in it.


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Reflection



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What we learned from this case

We learned that the world is on contiuous evolution and it’s necessary to adapt to it to become an active revolutioner of the contest around us.Surviving is just for those who cannot be part of this evolution and has a passive role in everyday life.Due to the book “Beyond Advertising” is possible to learn how to live the “cruel”world of marketing and advertising as a master, without accepting others decisions. Self-sufficiency is a must in today’s life.

face the jungle by ilaria, valentina, helen, giulia, noemi, elisabetta, martina, francesca,...

Marketing