The brief was set by giffgaff.
giffgaff is a network that is powered by members in a self-functioning community. The challenge for this brief was to create a 20 second TV spot highlighting the importance of recycling e-waste.
E-waste is electrical or electronic equipment and its components that have been disposed by the owners. In order to eliminate potential dangers for the environment, humans, and animals, it is especially important to recycle these waste quantities properly. Only 25% is recycled worldwide. One reason for this is that many devices are simply left at home in some corner to gather dust. Or even worse: they are disposed in the residual waste, or left by the roadside.
The main idea is to deliver the message through nostalgia, which will be achieved with an 8-bit game visual. A main character is walking through a scenery as the healthy environment in the background gets filthier every second. After learning about giffgaff, the environment gets healthier and the character happier.
the visuals
For the main character design, representation is important. The audience should be called out, feel responsible, and be encouraged to take action. No gender, no race, no ethnicity is involved in the character design. It is recognizable and pleasant to look at. After trying out different amounts of pixels, the nostalgic 8-bit version was settled on. The colors harmonize with each other. They highlight themselves from the background and are associated with words like calmness, self-control, energy, and passion.
Since the main character is moving through the scenery, the background colors have to flow into each other. The palettes have to be balanced. The background should not get the audience‘s entire attention. The focus remains on the main character.
"This isn’t about trying to convert everyone to be an ecowarrior, but showing people just how easy it is to do something small that also does good."
-giffgaff
