SXSW (South by Southwest) is a $200 million event, drawing more than 250,000 artists and industry personnel to Austin, TX each year. It is the Greater Richmond Partnership (GRP) and the Richmond, VA Chamber of Commerce's (ChamberRVA) opportunity to attract business and cultural enterprises. GRP and ChamberRVA sought the resources of the VCU Brandcenter to develop a concept for their SXSW trade show booth. Our idea had to be designed to ignite and promote serious evaluation of relocating to the Richmond region.
The panel of judges from companies such as Capital One, GRP, ChamberRVA, and Altria chose our “Make Your Mark” campaign from fourteen competing presentations. Our winning team will travel to Austin, TX in March 2018 to manage the display and have access to the full SXSW show.
Award: Bronze Cannon / Richmond Ad Show
Virgin has trains and planes but what about coaches? In this idea, Virgin invents the ideal party bus to take its travelers to obnoxiously named cities around the US. Each location has a special secret event held by Virgin.
Lots of young children are now playing games on all sorts of new electronics. This idea reminds parents Lego can be anything without the limitations of new technology.
Dr. Emoto, a Japanese scientist, claimed that human consciousness has an effect on the molecular structure of water. He conducted an experiment in which he labeled jars of water with positive and negative language such as “Love”, “Thank you”, and “You make me sick”. He observed the molecular structure of the water before and after his experiment. With the positive words, the structure had become beautiful crystal structures. While the negative words did not seem to have any structure but a slight darkening in color.
Voss water bottles are a distinct shape and easily recognizable. In this idea, Voss strips its label for positive ones. The image of the water molecule will be displayed on the label next to its word. If humans are made up of 60% water, how can this campaign affect us for the better?
Using completely biodegradable containers, Ben and Jerry’s produces less waste and can give back to its Mother Earth. In highly polluted areas across the globe, Ben and Jerry’s will provide different types of seed packets attached to the tub lids. Once Ben and Jerry’s lovers polish off the last bit of ice cream, they can begin giving back to the environment. Ice cream lovers plant their seeds in the tub, allow six weeks for growth, and then find a sunny spot to plant the entire ice cream container. The tub will completely dissolve within twelve weeks. The new seedling will grow to produce oxygen and fresh air for us all.
Copywriters: Kelley Bode / Sean Johnson
Art Directors: Molly McCarvill / Ariana Safari