In short, the brief said: find a issue, and solve it through advertising. 

 

The issue I chose was that there are no clear perception (product country image), of products "Made in England". Most major country's has such a perception linked to their products, such as Germany with quality, and Italy with design. A clear and obviously positive perception about a product is crucial for consumers purchase intentions, therefore it has a economical aspect to it as well. 

 

So, after a lot of research, which I will not bore you with, I came to the conclusion that products "Made in England" are First class. 

 

In order to "spread the word", I wanted to involve the entire population of England through a campaign. The whole thing starts with that a board called Branding England, which represent all the different english industries, announces a competition of creating the new and official "Made in England" badge! The only rule is that the badge should reflect First class. 

 

Below you see the introduction boards, encouraging people to create the new badge: 

 

When the badge is ready, it can be uploaded on the Branding England web site to enter the competition. And because the winner will be the one with the most votes, sharing on social media is crucial to the competitors. 

When the winner is announced, the new and official badge will take the place of most of the english product logos for one month. This will create a fuss around the campaign and strengthen the new perception. 

Thanks for watching. Hope you liked it.