Today Inferno launches an integrated campaign across multiple touch points, incorporating print and 30 LCD London underground screens, DEPs, digital display and social media, focusing on the website as the hub, for the Fairtrade Foundation. Entitled ‘Finding Hannah’, the work aims to encourage consumers to use their purchasing power to bring about a positive change in the world by choosing Fairtrade coffee.
Over the two week campaign, stand-up comedian Tony Law will be the front of a mini-series where he travels with Fairtrade novice, Hannah, on a ‘bean-to-cup’ adventure, from a Co-operative in Clapham to a Fairtrade coffee co-operative on the Southern Hemisphere. Along the journey, short environmental, economic and social lessons on the impact of Fairtrade for coffee farmers will be provided as viewers unlock clues to reveal the country that Tony and Hannah are visiting, with the possibility of winning a trip there themselves if they guess correctly. The campaign will be supported via social networks and through partnerships with Cafedirect, the Co-operative, Greggs and Starbucks. Smaller bonus prizes will be won throughout the fortnight.
‘Finding Hannah’, which is targeting an audience of mainly 20 – 30 year olds, also incorporates a global brand positioning campaign championing Fairtrade ‘People’ and ‘Products’, centred on the impact individuals have on the world by choosing Fairtrade entitled The Power of You. Distinctive visuals and messaging brand guidelines have been set out by Inferno to be shared across markets.
Tim Doust, CEO and co-founder of Inferno said: “The Power of You is set to make a real impact and become an iconic message for Fairtrade. The branding is striking and fresh, the headlines are inspiring and the ambition is empowering. Ultimately, we’re confident that the Power of You will convert all this inspiration into sales for a very good cause”.
Cheryl McGechie, director of public engagement at Fairtrade Foundation said: “Fairtrade is a well-known and trusted brand and has been supporting farmers in the developing world for over 20 years. We recognised that we need to build relationships with those who will carry our message and cause into the future, Finding Hannah is our first campaign that encapsulates the brand’s essence of empowerment. The Power of You talks to youth audiences, showing them the immense power they have to make a positive impact in world through their everyday purchases. The Power of You uses ordinary people – so they can see themselves in our campaigns and understand how easy it is to get involved and make a difference – so watch out for our first ever above-the-line tube advertising.”
For more information about the campaign, visit www.thepowerofyou.org.uk
• Agency Creative Director: Al Young/ Tim Palmer
• Copywriter: Ali Dickinson
• Art Director: Jack Walker
• Planning Director: Jani Cortesini
• Senior Account Director: Charlie McDevitt
• Agency Producer: Dave Clark
• Media Company: Total Media
• Production Company: Big Balls
• Director: Adam Gendle
• Audio post-production: Nick Davis Sound
Categories: Corporate, Social and PSAs, Environmentlbbonline.com, Tue, 01 Oct 2013 12:15:48 GMT