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CREATIVE BRIEF

Background Summary
SOS-Bees
A non-profit organization with offices in 10 countries that focuses on climate change, saving forests, and
encouraging responsible farming practices for sustainable agriculture.
For sustainable agriculture, bees are playing important role and start focusing on how to support bees.
Their campaigns so far revolve around peaceful protests and doing their campaign as a group. Now they
want to persuade individuals who are not in the group or not farmers to start supporting bees by planting
bee-friendly plants.
Strength
Focuses on issues that people experience it firsthand
Persuade people to at least take small actions for better world
By selling the seeds, there’s an interactivity between the people and the issue
Weakness
Higher price for selling the seeds
A new movement few people know
Opportunities
People may learn the importance of bees’ existence
They reduce the amount of greenhouse gas along the way
People can observe the plants and bees up close
Threat
People still scared by the idea of bees at their house and proceed not to buy it
People who already know the plants might buy it from different place for cheaper price
Not a lot of people are interested in planting new plants at their home
OVERVIEW
Project
Save the bees campaign and packaging design for SOS-Bees.
Design Component
Packaging, POS (Point of Selling), and banners to create awareness of the importance of bees in an
ecosystem.
DRIVERS
Awareness of the importance of bees in an ecosystem
Learn how as an individual can support bees
Better agriculture
AUDIENCE
The campaign is talking to:
male and female age 11-17
likes to learn new subject interactively
They think the campaign is:
Important because it involves food/agriculture
Fun because it’s more interactive
Simple
The audience should care because :
Humans rely heavily on bees’ pollination. Without pollination, the quality of agriculture will drop, like some
plants will bear little to no fruits and grains. Meaning there’ll be no food left for other animals and humans
to eat and processed.
COMPETITORS

1. WWF (World Wide Fund for Nature)
Strength
Largest conservation organization
Has over five million supporters worldwide
Strong brand name
Weakness
Doesn’t do campaign or actions that local people can do at their own power
Opportunities
With strong brand name, WWF’s campaign will have more supporters
People believe WWF more because they’re more well known, thus they’re willing to fund the campaign
Threats
People who are skeptical about conservation campaign
Ignorant people who doesn’t see the connection between them and the issue
2. Conservation International
Strength
Focus on foods, forests and fresh water to create better civilization
Has branches in 30 countries
Support protected areas and interventions across 77 countries
Backed up by government
Focus on places people doesn’t know, gives them exposure to other people
Weakness
Might be hard to get funds from government in the process
Opportunities
With large number of supporters and back up from government, their campaign could be large and making
impact to the world
Since they introduce the places not many people know about, local people will appreciate it, thus good
image
Threats
There have been criticism about the organization about greenwashing
Some people are quite skeptical about the organization

 

The SOS-Bees campaign is different because the action is: 
Relatable
could be done in their own power
Important for better food/agriculture
TONE
Friendly
Fun
MESSAGE
If bees die, humans die.
SOS-Bees WANT THE AUDIENCE TO TAKE AWAY:
A feeling that they could support quality of agriculture by supporting pollinators/bees.
DETAILS
Deliverables:
Logo of SOS-Bees
Packaging
Banner
Point of Selling
Restrictions
Dark colors
neon colors

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