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Fair Trade wants to connect with the young generation.
Even though most of the youngsters are familiar with the brand - the business part seems complicated and they just don’t get the deal.
We introduce: Off The Clock Quirks.
A picture-only campaign showing the result of Fair Trade’s working conditions; workers with plenty of spare time.
Launched where the youngsters recieve uncomplicated information: on instagram.
All the quirkiness from instagram ends up in a selfiebook.
The book will be served where the Fair Trade products get served. Read it while you drink your Fair Trade coffee on a café - or buy it as a quirky gift with a taste of political stance.
We want to show the youngsters that by choosing Fair Trade you give someone else spare time.
Plenty of spare time.
An instagram account with photos of Fair Trade workers with spare time. Plenty of spare time.
As a tale we jam all the quirkiness into the ultimate plenty-of-spare-time-top-of-the-cake-product: a selfiebook.
The book will be served where the Fair Trade products get served. Read it while you drink your Fair Trade coffee on a café - or buy it as a quirky gift with a taste of political stance.
Target group:
The digital native generation.
