brightFuture, a sustainable living campaign launched globally by Unilever focusses on challenges facing the world today. June 2015, saw Unilever South Africa launching the “The Way Kids See It”, looking to the future through the eyes of children with a positive outlook.
Shades of Green partnered with Verve Marketing and Communications (the creatives behind the activation) to produce and project manage the infrastructure of the campaign. We created a fun environment in various malls for Moms and children, to raise awareness about climate change.
The interactive space was made up of a 1 minute walk through an indigenous tree path bringing to the forefront the reality of deforestation. The signs leading up to the activation told a story of how many trees are cut down every minute in a tangible association to rugby fields. At the end of the path Moms and Children were met by promoters who showed the parents how to “tweet for a tree” on the iPads, while the children placed their thumbprint on a bare tree wall symbolising their pledge for a brighter future (allowing the tree to bloom over the days). A provoking multi-media presentation (Farewell to the Forest – a film by Unilever) was played on a video wall and carried the message that a tree might be safer in the city than in the forests. As a reward for participating in the activation and to ignite a sense of taking climate action, Moms were given a card made of seed paper (indigenous flowers) that could be planted at home.
Aligning with our company philosophy, we were delighted to be involved in a project that not only required our expertise in producing and project managing an exhibition stand but also with applying our green stamp.
The Unilever brightFuture mall activations took place at Sandton City in Johannesburg, at Gateway in Durban and Tygervalley mall in Cape Town. Check out the Gallery…
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