a fair story – www.fairstory.com
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Gen.a was engaged to lead the creative development of Fairtrade International’s first film-based global campaign, which will be launched across 10 countries in February-March 2011. The ‘Fair Story’ campaign is a consumer awareness campaign comprising a dedicated microsite www.fairstory.com that integrates an inspiring educational film with social media extensions through Facebook Connect.
The brief for the campaign was to enhance public understanding of Fairtrade a rational level, and create a connection with Fairtrade at an emotional level; bring the idea of ‘empowerment’ to life in a way that inspires the public to buy Fairtrade; and engage new audiences through the use of digital technology.
This powerful campaign was brought to life through an alliance of creative agencies across four continents, which collaborated to bring together a mix of traditional story telling with unique graphic and animation treatments, with a film piece shot on location in Kenya.
The film piece is produced in a 90 second format for web, activated through a far-reaching social media execution that invites each viewer to participate directly into the ‘Fair Story’ through Facebook Connect. A series of 30-second TVC’s were also created in four languages to screen across Europe.
A multi-media brand extension programme created by Gen.a also supports the campaign.