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The tone will be humorous and light hearted despite it being a less than light hearted topic. Gen Z often makes light of dark or serious topics so I feel this wouldn’t be out of place. I believe this is a topic that Gen Z would feel strongly about prior to this video. Perhaps not specifically mandating brand transparency, but rather strongly anti-greenwashing. After the video I would like the viewers to feel amused such that they remember and consider the video and message every time they see a greenwashing statement or are searching for brand sustainability information.

The font that best represents this tone is Helvetica as it has a feel of authority. This will balance out the humour from the former part of the advert.

The colour palette should be #386641, #6A994E, #A7C957, #F2E8CF, #BC4749. This palette has the literal greens for greenwashing and a complementary accent of the red, to represent urgency. It is not dull despite the heavy message , in order to appeal to its younger target audience.

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The screen will start completely with music playing (wii theme song or any other meme music). Light will flood the screen as a women open the drawer which it is now clear that the camera was inside. The screen will flick through a slide show to the same scenario with different people doing the same action in a stop motion-ish way. The woman picks up a Nike T-Shirt (or any other brand) and is shocked to find that the logo (which would go directly over her chest) is completely cut out. She moves it to her body, 'trying it on' so that the viewer can see that if she were to wear it she would be exposed. The screen flicks back to another of the people that appeared in the slide show. An old man or woman holding a pair of pants (juicy trackies that have the logo cut out across the toosh). They shrug and get out of sight.

The camera falls slightly to the ground. After a moment large letters appear over the screen that read "Mandate Brand Transparency. Stop Greenwashing." During this feet reappear and the old persons legs can be seen as they hop around trying to put the pants on. "Free the goods."  And lastly in a smaller text: "Sign the petition: insert link here".

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Attention

The screen will be completely dark to start with whilst playing meme music in order to engage Gen Z viewers and spark their interest. It is an unusual format to deprive a visual medium immediately and hopefully the music will spark interest.

Interest

The Gen Z audience has interest in promoting brand transparency such that environmental sustainability can be controlled on an individual consumer basis. A literal interpretation of brand transparency will provide an aspect of intrigue and ponderance.

Desire

The story will use humour via the inference of the women wearing the shirt with the literally transparent brand such that the scenario conjured up in the viewers head is one of her flashing everyone.

Action

The add will end on a call to sign a petition to mandate brand transparency and stop greenwashing.

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http://go.bubbl.us/c90cf1/7bd3?/Mandating-Brand-Transparency-to-

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Mind Mapping Online - Bubbl.us - Brainstorming Made Simple!

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Mind map and brainstorm online with Bubbl.us! Create colorful mind maps to print or share with others. Millions of people are using Bubbl.us worldwide to generate ideas, map out processes and create presentations.

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Nelson-Field, K., n.d. The Attention Economy and How Media Works. pp.107-120.

Chapter 7 of this book focuses on how to grab the attention of a viewer instantly. Nelson-Field states that the best way to do this is to break any expectation that a viewer might have. Ben Jones (the creative director at google) ran a 30 second YouTube add which was nothing but a blank screen and found that nearly no-one skipped it. By breaking the stereotype of advertising being loud and overwhelming, he triggered a curiosity in his viewers such that they stuck around to watch the entire add.

This breaking of expectation also can be triggered by inciting unexpected emotions in the viewer, such as disgust or amusement. Nelson-Field also found that videos that evoke strong positive emotion are more widely shared than videos that evoke strong negative emotion. It was also claimed that statistically animals outperform many other creative devices.

In light of this information, I will endeavour to create a humorous scenario that sparks the curiosity of the viewer.

Paramita, W., Septianto, F. and Nasution, R., 2021. The interactive effects of moral identity and humor on advertising evaluations: the mediating role of disgust. International Journal of Advertising, pp.1-19.

This article provides an insight into the potentially negative effects of humour when advertising for serious issues. Humour can provoke disgust in some cases when it is used to ineffectually communicate a serious issue, and in doing so make light of it.

I will need to consider this given that I am attempting to promote somewhat of a serious message and I do not intend to cause offence where humour is used.

Weinberger, M. and Gulas, C., 2019. The emergence of a half-century of research on humour in advertising: what have we learned? What do we still need to learn?. International Journal of Advertising, 38(7), pp.911-956.

This article describes how humour (along with sex) is an extremely effective method for grabbing attention. Given that my target audience is Gen Z and young Millennials, groups who are highly participatory in meme culture, I believe that humour will be a preferable tool to use for my promotional video.

I do not wish to belittle the topic at hand however, so any humour used cannot mock the issue.

Cho, Y., Soster, R. and Burton, S., 2017. Enhancing Environmentally Conscious Consumption through Standardized Sustainability Information. Journal of Consumer Affairs, 52(2), pp.393-414.

This source examines how consumers are becoming more acutely aware of how their individual consumption can have negative environmental effects. Consequently they are more regularly making purchasing decisions based on the sustainability of a good or service.

This article describes the uncertainty that consumers face in relation to information provided by brands as they often obscure information such as their environmental impact and production processes.

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Youtube.com. 2022. [online] Available at: <https://www.youtube.com/watch?v=S7ilQpiG5z4> [Accessed 4 April 2022].

This add has always stuck with me because of its perfect balance of being humorous and disgusting. It has a long lasting impact and the humour is more readily available in a short add, where sad or heartfelt emotions can be more difficult to create.

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Doritos - Finger Cleaner  (Pepsico, Crash the Super Bowl participant, 2014)

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Youtube.com. 2022. [online] Available at: <https://www.youtube.com/watch?v=cQB4RAZVMf4> [Accessed 4 April 2022].

Whilst this add is not to do with brand transparency or greenwashing I wanted to include it because it is my favourite add of all time. I love how well it develops a narrative and manipulates the viewers emotions spurring them to action.

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Turtle Journey: the crisis in our oceans

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The Drum. 2022. Transparency and the bottom line: marketers should consider supply path optimisation. [online] Available at: <https://www.thedrum.com/news/2021/08/11/transparency-and-the-bottom-line-marketers-should-consider-supply-path-optimisation> [Accessed 4 April 2022].

This is a longwinded format of various speakers that highlight the importance of brand transparency and provide a great level of detail on how it can be achieved. Whilst this add appeals to an audience who is already on board with the need for this by providing heavy detail from authority figures it does nothing to draw on other viewers and it is not particularly engaging.

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Transparency and the bottom line: marketers should consider supply path optimisation

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Amed, I., 2019. What radical transparency could mean for the fashion industry. [online] McKinsey & Company. Available at: <https://www.mckinsey.com/industries/retail/our-insights/what-radical-transparency-could-mean-for-the-fashion-industry> [Accessed 4 April 2022].

This video focuses on brand transparency through pictorial means as I intend to do and whilst it is quick and engaging I feel there is a lack of connection and narrative between the images.

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For more videos featuring perspectives from CEOs, industry experts, and authors, visit McKinsey.com.

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Youtube.com. 2022. [online] Available at: <https://www.youtube.com/watch?v=_5eXUH80wfw&t=123s> [Accessed 4 April 2022].

This video has an overwhelming amount of facts and information to support it statement. I feel that it does not appeal to the viewer through emotion or narrative and therefore is not compelling. I do however like the very literal imagery of painting something green. There is a lack of a personal element and so it is not relatable to a viewer and will not connect with them.

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Two Sides Anti-Greenwash Campaign: What is Greenwashing?

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Blog.worldfavor.com. 2022. How greenwashing can be avoided through transparency. [online] Available at: <https://blog.worldfavor.com/how-greenwashing-can-be-avoided-through-transparency#:~:text=Transparency%20prevents%20greenwashing&text=To%20be%20transparent%20not%20only,others%20to%20do%20the%20same.> [Accessed 4 April 2022].

This source examines how there is increasing brand scrutiny in relation to environmental practises and how this can actually discourage transparency of production processes by brands in order for them to avoid scrutiny of their practises. A phenomenon called 'green hush'. It identifies that transparency is the solution for eliminating greenwashing. It mentions a particular fashion brand called ASKET that uses the 'glass box brand' approach. ASKET provide an 'impact receipt'. I really liked the imagery of this provided that it literally lays out all the 'costs' to the environment.

the Guardian. 2022. The troubling evolution of corporate greenwashing. [online] Available at: <https://www.theguardian.com/sustainable-business/2016/aug/20/greenwashing-environmentalism-lies-companies> [Accessed 4 April 2022].

This article details the evolution of greenwashing in corporate marketing. From as early as the 1960s corporation have been in tune with consumer values of sustainability and have poured thousands of dollars into marketing schemes specifically designed to mislead or misdirect consumers about their negative impacts on the environment. Many companies now days that greenwash do so via misdirection, promoting their peripheral sustainability efforts while their core business model remains extremely detrimental to the environment.

A theme visible through this article is that often companies use imagery of happy healthy animals and pristine landscapes to represent their 'sustainable' efforts. This is imagery that I may be able to incorporate in my promotional video.

Recycle Track Systems. 2022. Greenwashing — What is it and how transparency can beat it - RTS. [online] Available at: <https://www.rts.com/blog/green-washing-what-is-it-and-how-can-transparency-can-beat-it/> [Accessed 4 April 2022].

This article does an in depth analysis of how exactly transparency of production could be monitored and enforced. Putting regulatory bodies in place to keep brands accountable. Every stage of the production, consumption and disposal chain must be determined and analysed. Sustainability indicators and ease of access to information must also be put in place so that customers can both access and understand the information.

This emphasis on production chain, consumption and disposal provides a concept that the video should touch on in either a literal or symbolic way. I feel that rather than illustrate complete transparency, it would be more beneficial to illustrate obscurity to provide emphasis to the point of beneficial transparency.

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Who is effected by greenwashing?

All individuals who purchase a product from a brand that misleadingly advertises themselves as having 'sustainable' or 'low impact' production processes. These individuals have the

intention of decreasing their environmental impact but do not end up doing so due to the brands false or misdirecting marketing.

Moreover, the environment is negatively impacted as the harmful activities of the brand are further supported by the purchases of these misled consumers.

Who is the target audience?

The target audience is anyone who makes purchases of goods or services for themselves or their household and seeks alternative options that have a lower environmental impact than its competitors. This is Gen Z and young Millennials in particular (Petro, 2022). I aim to use my promotional video to display that transparency of production should be mandated so that consumers can identify brands that participate in greenwashing.

How would production process transparency help mitigate consumers being mislead?

Consumers would have easy access to the details of the production processes of brands such that they could see and compare their environmental impacts, uncover any greenwashing and make informed purchases that align with their values.

Petro, G., 2022. Sustainable Retail: How Gen Z Is Leading The Pack. [online] Forbes. Available at: <https://www.forbes.com/sites/gregpetro/2020/01/31/sustainable-retail-how-gen-z-is-leading-the-pack/?sh=5421d8ae2ca3> [Accessed 4 April 2022].

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To stop greenwashing by mandating brand transparency.

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I have never created a professional imitating video before, so I am approaching this task with nervous anticipation and the thought of how my voice sounds on camera haunting my mind. I am very keen to  learn HTML and CSS as I am currently undertaking a course using C and so it will be interesting to see how these languages differ in syntax and use.

I do not have any ideas going in for what I would like to do the promotional video on but I do think that I would like to animate it as that is always something I have wanted to try. In light of this, I will pick a topic that I will be able to easily illustrate or generate iconography for.

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1. Public transport infrastructure should be bettered via surveys and incentives.

2. Bike infrastructure should be improved: incentive + health.

3. Op shops and second hand goods should be normalised.

4. Vintage stores should not have excessive pricing.

5. Discouraging fast fashion + micro trends.

6. Everyone should partake in home composting.

7. Environmental architecture and city building should be readily implemented.

8. Plant edible plants (fruit trees in particular) everywhere.

9. An app that makes recycling in South Australia easier.

10. A fictional sustainable energy via music promotion.

11. Book exchanges.

12. The time economy, living a balanced lifestyle.

13. Why schools should get rid of grading systems and focus on feedback (in subjective subjects).

14. A café designed specially for study, productivity and business meetings.

15. A fictional gallery exhibition.

16. Promotion for swap, exchange and haggling markets for clothing.

17. Why everyone should have a creative outlet.

18. The botanic gardens: Why everyone should make regular trips.

19. A community garden per suburb.

20. A alternative vegan leather that is not just plastic.

21. People should have in board game nights weekly.

22. There should be libraries for clothing as well - another good which is able to be used multiple times.

23. Promotion for technological detox.

24. Classics should be overhauled and reading/media consumption diversified.

25. Podcasts are the ultimate medium for factual information to be consumed and productivity maximised.

26. An AI that reads a text and generates an artificial podcast (in conversation format) to summarize it.

27. A study website that allows people to connect with another person (mutual topic of interest) with the intention to teach each other the information they just learnt.

28. A program that takes a written prose description of a basic program and automatically developed the base code for it.

29. Tattoos that fade after 3 years.

30. A micro headphone for listening to music secretly.

31. A tool that could measure someone's sleepiness (driving safety).

32. Visual art should be taught properly in the same way that other subjects are taught.

33. A physical notebook which can sync with your laptop and the notes can automatically be transcribed to a digital format.

34. A tool for condensing your notes: it identifies the main topics and allows you to chose a desired format.

35. A tool for locating notes across all use apps and blocks them together so that they are all in one place.

36. For taking selfies with the better back camera, a small device that shows what is on the screen of your phone when you are in front of the camera.

37. A camera case that acts as a small tripod or has a sticky back to prop itself up.

38. Little showers that sit over your house plants, connected to a base filled with water that releases water when the determined soil dryness is reached. Can be left for days at a time. Bluetooth to show you how you plant is doing.

39. Micro climate capsules for plants: mini glasshouses.

40. An app that allows people to connect to carpool with each other - only cost is fuel.

41. A fact checking tool that course checks sources to see if a particular fact is supported or disputed.

42. Exhibitions for local artists.

43. An app for people who are nervous to post on social media that searches through camera roll for the past months best images and allows people to post this selection.

44. Anonymous reviews and feedback for all work places and school on all projects.

45. An app/website which promotes reflection: provides questions to answer in chosen topics.

46. For rental houses: a wall paint that provides a layer between itself and the original paint so that it can be peeled off without damaging the underlayer.

47. Window ledge extenders: for when your window sill is not wide enough to put things like plants on it.

48. Mandated transparency of production processes for brands.

49. Option topic always mandated in schools so that all children can put time into learning something of their choice, and presenting/teaching the class.

50. Schools and universities should have courses available for learning 'learning/note taking/study' techniques, what effective studying, goal making and time management is.

51. An app that shuts your phone down except for the basic uses after a certain time (set by oneself) using the screen.

52. Something you can take (like a gummy) that allows you to focus on something for a certain amount of time without distraction.

53. The language system in Australian curriculums should be improved.

54. Fines being proportional to income.

55. Getting rid of corporate attire and destigmatising piercings and tattoos.

56. A bee sized drone that allows you to get candid photos of yourself as it follows you around.

57. For women who don’t have pockets and need to carry things: a pair of boot with panels in the side and soul for basics.

58. A forced speed reading tool that slowly slides down the page covering the text.

59. Coffee memberships.

60. Bullet trains from capital to capital in Australia: connecting the community.

61. A service that teaches you a language but also keeps you motivated by having checkpoint gifts, the more often you practise and learn and higher levels you get to the better the gift is. Minimal fee.

62. A media site that is linked to a fitness app such that you can only access the next episode in the series if you do a minimum amount of fitness or steps/has a forced delay of 10 minutes between episode to encourage a quick stretch, meditation etc.

63. An app that you can enter your schedule into (plus location) and you can get it to generate a timetable cross over with another friend or group of friends according to their schedules to see where you all are available.

64. A pair of glasses with an inbuilt camera such that you can take photos without being creepy/cringe. Attached to a small button on a ring.

65. A paint that produces low level light so that you can literally put light into your paintings.

66. An app that you can post your art on to, as well as the process so that you can receive critique for improvement (between artists and teachers - minimal subscription cost).

67. Rentable gallery spaces.

68. Nail polish that dries down in the space of a minute.

69. A tool that allows you to see the layers of a painting to determine the exact process used.

70. A tool that you can enter all the ingredients you currently have in your pantry/fridge and lists recipes to make.

71. An app that you can customise with images of you and all your different clothing items so that you can easily choose what to wear (much like in Clueless). As well as being able to connect with friends and 'try on' their items they have listed 'borrowable'.

72. A water proof coating available for anything, 100% impermeable.

73. A camera that actually captures sunsets properly with accurate colours.

74. An automatic organisation tool: enter in all things to be organised and it will sort them into optimal categories/sections

75. Notes app that will create a set of test questions based on the entered content/notes.

76. A hair bleach that is not harmful to your hair.

77. An automatic resume generator that boasts for you.

78. Glitter that sticks only to a specially coated surface and nothing else.

79. A spicy meter (0-100) that is internationally used so that people can judge if 'mild' is actually going to be too spicy.

80. A carpet stain remover that actually works.