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THE WEIGHT OF WORDS.

Celebrating a community that’s improving the world one individual action at a time.

Ask (via DA&D)

Celebrate a community with a typography-led campaign.

The community we chose.

Zero-wasters — those who aim to reduce what they’re sending to landfills.

While many see our environmental issues as insurmountable, zero-wasters believe that individual choices make an impact. While they may seem at best foolish, and at worst extremist to those outside of the community, their unifying belief reveals a remarkable optimism that’s worth celebrating.

Our goal.

Change the perception of them from unrealistic extremists to dedicated visionaries who see hope for our planet’s future.

The campaign.

#CloseTheLoop.

Our campaign references the circular ecosystem zero-wasters are advocating for (use and re-use/repurpose) over the linear one in effect (use and dispose).

We also realized that whatever we created had to align with our community’s principles and create no waste.

THE STAGE.

To have the greatest impact, we centered our deliverables around a platform with cultural cachet: Coachella Arts & Music Festival.

We also found that the week-long festival generates 107 tons of waste daily, meaning our campaign could have an immediate and measurable impact.

The deliverables.

(as required by DA&D)

A poster

that’s beautiful enough to keep, and beneficial for the planet.

Social content

that aligns with Coachella’s existing communications while promoting Zero Waste.

Another touchpoint

in-person experiences that provoke thought, and prompt action at Coachella.

 
Campaign manifesto to be presented as a lightshow at Coachella before headliners take the stage.

Campaign manifesto to be presented as a lightshow at Coachella before headliners take the stage.

 
Coachella’s setting in southern California’s dessert means hydration is important, but many participants rely on plastic water bottles. We propose giving each attendee a refillable bottle to help minimize the festival’s carbon impact.

Coachella’s setting in southern California’s dessert means hydration is important, but many participants rely on plastic water bottles. We propose giving each attendee a refillable bottle to help minimize the festival’s carbon impact.

Campaign poster to be mailed to attendees along with their RFID wristband tickets.

Campaign poster to be mailed to attendees along with their RFID wristband tickets.

 
Many see Coachella as a place to see, and be seen. It’s like a fashion show, and people buy new clothing to have different, stylish outfits for each day. Let’s show them there are other options.

Many see Coachella as a place to see, and be seen. It’s like a fashion show, and people buy new clothing to have different, stylish outfits for each day. Let’s show them there are other options.

Coachella currently partners with Global Inheritance to source art for their bins in an effort to get more people to recycle. We propose submitting our own design for the competition.

Coachella currently partners with Global Inheritance to source art for their bins in an effort to get more people to recycle. We propose submitting our own design for the competition.


Team.

Katie Paxton (AD), Maggie Dick (ST)

Assistance from Patrick Lapera (CW)