On thursday 10th March I was kindly invited to take part in YCC London’s first ever Bang Bang Briefs; a night of ‘problem solving with a element of urgency, and whole load of passion.’
In collaboration with Naresh Ramchandani, partner at Pentagram, one of the world’s leading design agencies, and his side project ‘Do the Green Thing‘, a brief was set for us to have a go at during the evening. There was a panel judging the work, including Harry Pearce [Pentagram], Dan & Ray [CD's at Wieden+Kennedy], members of the YCC, and Naresh [Pentagram & Do the Green Thing] himself, which was awesome.
We were randomly put into teams to debate, discuss and conceptualise together for 2 hours before presenting final concepts to the panel at the end of the night. Intense. But extremely fun – I love doing this kind of thing, coming up with ideas, brainstorming, bashing things out – I really miss it, and it’s one of the reasons why I’d love to work in an advertising/marketing agency again. It’s just such a rush.
Our team was headed up by Hello You Creatives, there was Lauren, Steve, Dan, Callum, Turlough, Andy and me.
The Brief, from Do The Green Thing, wants to do interesting things that will make a difference to the environment, but in a non-preachy way. The brief was to get people to eat less meat. Not condone them for eating it or force them to stop altogether, just consume less. Meat production, including feeding the animals, the er, gases they produce, the killing of them, the chilling of them, the packaging of them, the transportation and finally the cooking of them, is one of the largest contributors to climate change. We eat more meat now than we have ever done, and it is as cheap and widely available as anything else; no longer a luxury or a treat. The idea was to get people to consider cutting down on their meat intake, and along the way discovering what else they could include in their diet instead. That was where our idea stemmed from; helping people discover a new way of living, without meat.
Our group was the perfect mix of veggies and meat eaters, so we got lots of different perspectives on how each other perceives eating, buying and consuming meat.
Andy has summed this up very well, so I’m going to C+V from his post. Hope he doesn’t mind. He’s a lovely guy.
Our idea:
Problem
Persuading people to eat less meat.
Idea
Meat a Veg. A dating website that pairs up single veggies with single meat eaters.
What’s in it for the meat eaters?
- The chance to increase their menu choices
- Free food… because the veggies will show off how to cook better meals
- Possible naked time
What’s in it for the veggies?
