Brief: Make The Great Green Wall Famous. Teach the western world about the Great Green Wall (GGW), the African environmental initiative preventing desertification and climate change.
Solution: Using untraditional marketing techniques to target a young, tech-savvy audience, connected and informed by popular culture, spread the word about a BADASS new television series called ‘The World’s Biggest Gardening Project.’ A print and digital campaign which associates the GGW with a ‘reality show.’ A subversive stunt which guides an unsuspecting audience to educational environmental content.
Outcomes:
Poster campaign, teaser trailers, educational website, copy writing, campaign strategy all designed to reflect the style of contemporary popular media content like Channel 4 projects. This approach avoids cynicism often associated with African led initiatives and allows the GGW to gain attention attached to humorous hashtags like #beleaf #iwetmyplants and #idigit.
Impact:
This concept was selected by the UN to be developed into a live project. The campaign was exhibited at Venture Three headquarters attached to the Saatchi Gallery, London.
Exhibition at Venture Three headquarters. London March 2016