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UNILEVER/UPWORTHY


a gnarly bay treatment...

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UNILEVER/UPWORTHY


a gnarly bay treatment...

A     G     E     N     C     Y          C     O     N     C     E     P     T

 

CONCEPT 1:  A TIME TO APOLOGIZE.

elaborating on the concept presented by the agency...THIS VIDEO WILL BE A PLATFORM FOR UNILEVER'S CEO TO APOLOGIZE FOR THE MISTAKES THAT UNILEVER HAS MADE IN THE PAST...AND EXPLAIN THE PATH TO A BETTER FUTURE. 

SPEAKING DIRECTLY TO THOSE WHO HAVE LASHED OUT AGAINST UNILEVER, The CEO WILL ADDRESS MISTAKES THEY HAVE MADE, AND HOW THEY ARE ACTIVELY TRYING TO RIGHT THEIR WRONG.  

THE GOAL OF THIS VIDEO IS TO SHOW THAT THERE IS A HUMAN FACE BEHIND THIS "FACELESS CORPORATION."  FOR OUR CEO TO ADMIT THAT THEY HAVE BEEN WRONG IN THE PAST...AND THAT THEY WANT TO NOT ONLY CHANGE THEIR ACTIONS MOVING FORWARD...BUT BE A LEADER IN THE BUSINESS WORLD, AND SET THE STANDARD FOR HOW BUSINESS SHOULD BE RUN WORLDWIDE.

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OUR APPROACH


HOW WE PLAN TO BRING THIS TO LIFE...

OUR APPROACH


HOW WE PLAN TO BRING THIS TO LIFE...

G     N     A     R     L     Y          T     R     E     A     T     M     E     N     T

 

this video will open with a quick cutting, supercut montage of all the CRITICISM unilever has received in the past.  using online protest videos, archival footage, and news clips, we plan to establish the mistakes unilever has made upfront.  this footage will be cut together with music and onscreen typography to help guide our audience.

 

this opening montage will give way to beautiful, tranquil rainforest footage from indonesia.  this footage will be the backdrop for an interview we capture with our ceo of unilever.  he will address these issues head on...admitting to the mistakes they have made, and how they have not only changed as a company, but continue to change moving forward.
 

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Concept two


another gnarly concept...

Concept two


another gnarly concept...

G     N     A     R     L     Y          C     O     N     C     E     P     T 

 

CONCEPT 2:  COFFEE + CONVERSATION = COMMON GROUNDS

If we put an activist and an educated Unilever EXecutive together in a coffee shop…and allow them to discuss the topics in depth without PR filters…that could lead to an interesting glimpse into the idealism of 2 humans trying to do the right thing in this world…but discussing the obstacles that exist in reality.  In the end, they seek common ground…and an understanding that there are tangible plans to remove these obstacles withIN a 2020 timeline.
 

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treatment two


another way to approach it...

treatment two


another way to approach it...

G     N     A     R     L     Y          T     R     E     A     T     M     E     N     T

 

The video starts with footage of a sumatran palm farm.  Using a combination of interview audio, intriguing music, and stylized footage…we could bring the audience up to speed quickly with an overview of the issue…and then, with a few quick cuts we could juxtapose a row of palm trees with a suburban cul-de-sac…then, a classic downtown main street USA.  We’d shoot newspaper articles…and cut to tv news clips on a fuzzy TV in the corner of a quaint coffee shop.  Maybe we could even use coffee related visuals to simplify the details of the initiative. For example:  drawings on napkins, ven diagrams using coffee stains, coffee beans counting out statistics, etc.  Maybe not.


Then, we would introduce our activist...and Unilever CEO…and let them sit down for coffee and/or breakfast at a countertop or a booth…and as they sip their coffee…they can discuss their different perspectives on the issue.


The style of the coffee shop convo would be captured in a very natural way…and we could use creative cutaways throughout to emphasize different points…and we could also supplement the conversation with a confessional, straight-to-camera interview with each to fill in some of the holes of their point-of-view.

Other POTENTIAL TREATMENTS:

ACTIVITY:  FIND A COMMON INTEREST THAT THEY HAVE...and let them BAKE A PIE or PLAY A GAME OF BASKETBALL or Go FISHING...and let it be the catalyst for a conversation.

 


 

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remember...


remember...


THIS IS OUR PITCH...AND ONLY THE BEGINNING.  SIMPLY A STARTING POINT...TO CREATE SOMETHING GREAT TOGETHER.

THANK YOU FOR THE OPPORTUNITY.  gnarly bay.