This was a group assignment. Credit also due to :
Justine Barry
Jacqueline Timm
Tammy Venter
Natalie Peckham
Resulting Campaign
Based on the videos we made, we needed to design DVD packaging, Point of Sale stands and a viral marketing campaign for the potential distribution of our 1 minute movies.
Packaging & DVD
The DVD cover should resemble wooden wardrobe doors from the front, because the idea is to get people to go look inside their own cupboards for clothing that they are willing to donate to others. Hence the title of my campaign, Spread the Thread.
3D-rendering of DVD disc and cover
These images show the change that takes place when the DVD is removed from the packaging. To begin with, the wardrobe is full of clothing items but as the viewer removes the DVD, it becomes bare. It signifies that they are giving their clothes away and making a difference.
Point of Sale & Viral Marketing
Point of sale stands displayed an underprivileged child who did not even have a shirt to wear. The DVD rests in his hands until somebody removes it. Once removed, a counterweight system kicks in and the boy's arms swing up to reveal a reverse side of the stand where the boy is now fully clothed and smiling. He now holds a card saying 'thank you', as though the customer's involvement has helped change a life for the better.
I presented two viral marketing strategies:
The first entailed getting the co-operation of well known clothing stores so that they would allow for second hand clothing drop boxes to be set up by their stores. As examples I used Mr Price and Woolworths. Their clothing bin identities became Worn Twice and Wellworn respectively.
The second was to place swing tags in clothing in stores before it is sold. The swing tags would have a link to the video on the internet and also say something to the effect of "If you are buying clothes, why not let me help you make some room in your cupboard?" The idea is that people buy new clothes and then one day when wearing the new item, they stick their hand in a pocket and find the swing tag to their surprise. They are intrigued and follow the link to the website to find out more.
