The HOME Project
Guerrilla Marketing
Client project
Role: Designer & Copywriter
Contribution: Ideation, Text, layout, and overall design.
Client: Kristiania University Collage
Context
Project: HOME – World Health Day 2017
As part of World Health Day 2017, Kristiania University College launched HOME, a campaign focused on making greener everyday choices. Greener choices to care for your body, the environment, and the planet. Kristiania was also hosting a three-day conference event on sustainability.
Our task as Creative Marketing Communication students? Create a guerrilla marketing concept—something bold, unconventional, and attention-grabbing to promote the initiative, inspire action, and invite to the sustainability conference.
Design Challenge
How might we create a bold and unconventional guerrilla marketing concept that encourages people to make greener everyday choices and invites them to the sustainability conference at Kristiania University College—in a way that feels engaging, surprising, and sparks conversations about caring for health, the environment, and the planet?
Solution
Those bright yellow slips that appear on your car window when you’ve parked incorrectly tend to give most of us a jolt of panic. It’s an unpleasant surprise that you simply can’t ignore. That’s why our group decided to create something we called “Green Fines.”
The “fines” were the same bright yellow color as regular parking tickets and looked completely real from a distance.
We knew this would make people take a closer look—because it’s something people simply can’t ignore.”
Plot Twist!
But instead of a penalty, the yellow slip was a pat on the back, thanking them for the green choices they had made.
We handed out these “fines” to electric cars, buses, and bicycles parked around the city.
