Mondo Arancio is a nonprofit association that allows citizens of the world to adopt a Sicilian orange tree. Taking a tree in adoption means following the seasonal growth of the plant and receiving the mature fruits directly at home. The purpose of this association is to preserve the Sicilian land and its traditional harvests, to protect the small communities of Sicilian peasants who at risk of disappearing, to enhance the importance of farm labor through the assurance of fair prices , to increase products transparency and traceability, to pass on the ancient knowledge and the work of the fields to the younger generations.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
We ask you to create a new graphical image for our website while keeping our current “Mondo Arancio” logo. The website should be divided by subject areas and each area must communicate its own identity while sharing common elements with the rest of the sections. The individual identity is given by the communicated initiative while the shared identity is the purpose of the Mondo Arancio (Orange World) association.
Each section will have a short descriptive text – to be inserted later on. The themes of the website sections are the following:
1. About Us: This area must communicate graphically the Mondo Arancio concept. It must contain a space to accommodate a brief description of our social purposes.
2. Adopt a tree: The section must graphically convey the concept of adopting a tree and allow users to fill in the tree adoption form.
3. Experience: This section is dedicated to our potential partners (people adopting a tree). The objective is to illustrate the whole process going on in the Mondo Arancio garden including – picking up the oranges, tasting and enjoying the Sicilian land and nature. By means of graphical impact and short descriptive text this section has to communicate a practical and direct farming experience by allowing users to relate with the farmer, the flavours and the contradictions of the Sicilian land.
4. Arts and Culture: This section has to transmit the pairing values of Mondo Arancio and art. Therefore it must allow all artists the illustration of such values through any artistic expression (photos, paintings, poetries, sculptures, music, etc). All of them will be delivered and displayed under this section. Graphically the section should allocate space for the description of the initiative and the submission form.
5. Comarketing: This area must communicate to businesses the opportunity to undertake joint initiatives while combining the objectives of Mondo Arancio with the marketing goals of the partner company. For example, in 2008 fanta has adopted the orange trees of Mondo Arancio to communicate the launch of the its new orange juice). Just like all other sections, it will include a short description of initiative.
6 Contact. This section must include dedicated emails for each previously mentioned sections.
7 Mondo Arancio Extras: It should contain photo gallery and information - pictures of already adopted trees, people and companies who have shared with Mondo Arancio certain initiatives (Fanta, Air
Dolomiti, Politecnico di Milano), newspaper articles, comments.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
We are targeting people and companies who are sensitive to nature, environment, health and genuine food - those who are willing to help and interested in meeting the Sicilian landscape, culture, traditions and cuisine. We are talking to people who have a strong identity, who are seeking for new experiences and are not influenced by mass-market products. Curious and accessible, unselfish and open minded. People who love Sicily and who have a relationship with it.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
The member/partner should enter the world of Mondo Arancio that allows him to live a new, fun and reassuring experience. Throughout the many collaboration possibilities – orange tree adoption, real orange picking exposure, art expression, business scope partnership – the member will share and support the social initiatives of the association, will find the sense of belongingness to the Sicilian territory and will enjoy the products of the Mondo Arancio garden. All in all the experience gained is not only symbolic but practical as well.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
Members joining Mondo Arancio can choose from a variety of experiences - each and every single one will allow a real, personal and emotional contact (adoption, experience, co-marketing, art and culture). Supporting the association implies helping small farmers to survive the great mass distribution, actively participating in a project to protect and respect the environment, but also receiving delicious genuine fruits. Orange tree adoption is also a way to support the Sicilian territory and prevent the disappearance of its traditional crops. Mondo Arancio creates a strong emotional bond to Sicily and its marvellous but likely to disappear, landscape. The orange and Sicily are a well known and appreciated duo throughout the world, a twosome valued by both history and tradition.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
Mondo Arancio is a free and multifaceted concept.
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
The website is the primary means of communication of Mondo Arancio.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
For easy and fast opening of the files we prefer graphics that will not slow down web browsing.
Please find attached the logo Mondo Arancio
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
