We were given a brief from Auspost to promote their up and coming portal (in which staff members could access if they had an idea to propel the company forward). The brief made it clear that the portal should appeal to all different types of staff members from all walks of life. The group that I was collaborating with and I did some research, did some planning and then came up with the name 'Eve' and 5 different advertising executions.

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What is eve?

 

Take all the great inventors, Benjamin Franklin and his revolutionary creation - electricity, Thomas Edison and his invention of constant light - the lightbulb, the Wright brothers and their astonishing ability to fly - aircrafts; not to mention every other person who has ever had an idea and put it into practice. All of these people have had an IDEA EVE, that helped shape the world into what it is today. Your idea eve is the day you start putting your idea into practice.

 

So your probably asking yourself, why eve? why not idea day? Well the answer to that is because... the day you come up with your idea is the eve of a better future. It is the night before a better tomorrow. 

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The first execution was a series of posters that will be hung around work place of the auspost employees.

Featuring four very famous brilliant minds, the posters are meant to trigger ideas to auspost staff members.

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The second execution will be a variety of cutouts that staff members can use to take photos with (depicted below). This will ensure that staff will interact with the campaign and keep them thinking about possibly having their idea eve.

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The third execution is direct mail that will be sent to each employee (this ensures the less tech savvy people are still being targeted). Inside will be a flip book which depicts J. K. Rowling on the train having her idea of Harry Potter, as well as this a letter will accompany the flip book outlining the story of J. K. Rowling. 

 

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The fourth execution is the internal video that will be e-mailed to staff, feature on the 'Eve' app and the actual portal itself. It outlines the great minds and what they have achieved, then encourages them to have their idea eve.

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The fifth and final execution is the public video commercial (the brief specified we needed to show the public one piece of advertisement to show auspost's innovation. Below is how the video will run.

 

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