Turning a new leaf by not using paper.
Brief:
The Centennial Parklands was hosting a major concert by Jack Johnson. As part of the deal, Jack offered stand space within the concert area to 12 charities and offered to match any donations dollar for dollar. We were briefed to help the Centennial Parklands Foundation take advantage of the opportunity.
The Centennial Parklands was hosting a major concert by Jack Johnson. As part of the deal, Jack offered stand space within the concert area to 12 charities and offered to match any donations dollar for dollar. We were briefed to help the Centennial Parklands Foundation take advantage of the opportunity.
Challenge:
We were competing with 11 other worthy causes right next door. Oh, and Jack Johnson stipulated that he didn’t want any printed material on the stands or handed outs.
We were competing with 11 other worthy causes right next door. Oh, and Jack Johnson stipulated that he didn’t want any printed material on the stands or handed outs.
Results:
We’d already developed an umbrella fundraising idea for the Foundation (the Seven Leaves campaign) so we built on this for the concert. Faced with the ban on paper, we focused on generating buzz to attract people to the stand.
We’d already developed an umbrella fundraising idea for the Foundation (the Seven Leaves campaign) so we built on this for the concert. Faced with the ban on paper, we focused on generating buzz to attract people to the stand.
The idea:
A leaf necklace. We sourced a biodegradable material to act as the cord (raffia), researched knots and identified one that would hold the leaves vertically, and created a mini-site and a rubber stamp. The Parklands team picked hundreds of Moreton Bay Fig leaves, attached the raffia and stamped the back of each leaf with the Seven Leaves URL.
A leaf necklace. We sourced a biodegradable material to act as the cord (raffia), researched knots and identified one that would hold the leaves vertically, and created a mini-site and a rubber stamp. The Parklands team picked hundreds of Moreton Bay Fig leaves, attached the raffia and stamped the back of each leaf with the Seven Leaves URL.
Jack came around and got one, and within an hour queues were forming as word spread, making the Parklands stand the most popular at the show by far.
Delivering a luxurious customer experience in the world's most dreaded place.
