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COLORS #73

Goal of Benetton's Campaign

Making Africa a better place for its own people and for the future generations

They used

and others..

Symbols of Africa and they represent the African spirit of working hard, keeping their dignity up high, and put their hands together in order to build for Africa a future

Encourage the African society to fight poverty, promote equitable development, and develop their resources and take back responsibility for creating a successful future and a healthy life style for their generation

Promote the Brima micro-credit programme in Senegal, a co-operative credit society founded by the Senegalese singer Youssou N’Dour

Message Theme (Slogan)

“microcredit Africa Works”

Slogan development

The slogan of the campaign was developed by Fabrica.

Core elements of the media strategy

Based on a humanitarian approach to promote the Birima project

The campaign is talking to talented African entrepreneurs who are seeking financial support to develop their small businesses

The media strategy focuses on key media compatible with the profile of the target audience to communicate with, media such as:

Events and projects

Website portal

Remake of the Birima song by Youssou N’Dour

a video clip of the song

a TV cartoon

Africa Works campaign will be on stage in Youssou N’Dour’s tour concerts.

Campaign appearance

Senegal in 2008

communication

and

media platforms

Outdoor advertising

Press advertising

series of projects and events such as:

special supplement distributed with Colors 73

a new version of Birima

song recorded by Youssou N’Dour

a videoclip of the song and a cartoon about micro-credit produced specifically for the Senegalese community and African TV channels

a Benetton website

Components of the message strategy

The message of the campaign revolves around “Africa Works”

They key symbols in the campaign

Message of the campaign is “based on entrepreneurial talent, hard work, optimism and interest for the future”.

Symbols in regard to the concept of

Symbols are

New symbols are easily developed, and old ones quickly disappear

This is why symbols are shown in the outer, most superficial layer in the concept of culture as an onion

Global symbols

Everyday people as symbols of Africa?

NO!

Currently, we cannot speak of these everyday people as symbols of Africa

Occupations these people hold do not represent the whole public of Africa but a sample of hard-working, ambitious group of people

given a chance to build up a small business with whatever talent they got

Campaign aims toward making those everyday people as symbols of Africa in the future

BECAUSE

Endorser used in this campaign

The man who brought Senegalese music to the world

World-famous musician

He is an African, deeply attached to his land and has chosen to continue living in Africa, in Dakar.

Singer and Percussionist

Music

Cuban samba

Jazz

Hip Hop

Worked with

Tracy Chapman

Peter Gabriel

Paul Simon

Sting

Awards

IMC-UNESCO Music Award (2004)

Grammy (2005)

1988

Took part in the Amnesty International Human Rights Now! tour

1991

Became a UNICEF ambassador

2007

Participated in the G8 meeting

Performed at the Deine Stimme gegen Armut

(Your Voice Against Poverty) concert in Rockstock

increased aid to Africa

Fight against AIDS

2008

Birima is his new social project

“industrial culture” for Benetton

Fabrica’s challenge

Innovative

International

It is a way of marrying culture and industry, using communications which no longer rely only on the usual forms of advertising

but transmit “industrial culture” and the company’s “intelligence” through

Celebrity

Celebrity

Celebrity

BLOOD

MICROBES

SILICATE

PLASTIC

OIL

ASH

METAL

ORGANIC TRACES

CELLULOSE

FECES

SWEAT

INK

symbols of Africa and they represent the African spirit of working hard, keeping their dignity up high, and put their hands together in order to build for Africa a future

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