Angel Lu Yuan Qi F18DM0029
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Who Can Save Gaia?
This campaign will be working closely with YULA energy drink. The brand YULA
coalesces environmental aspects with energy drink by committing to a social cause of a
non-profited reforestation programme that aims to plant 250,000 trees in the Amazon by
2021. Hence, the campaign is designed to spawn sustainability recognition to the brand
by restoring the environment through raising awareness through creating a coummunity
movement of consumers’ pledge interactively and enjoyable.
The execution of the campaign will be communicated through a interactive digital panel
outdoor and a microsite. The digital panel depicts a visual representation of trees that
slowly burns, underlining the consequences and repercussions of deforestation. While,
the microsite includes Augmented reality(AR) filters that creates a consumers’ pledge on
instagram, promoting the campaign as well as empowering the youth on how they can
use their consumers’ role to make a difference with YULA!
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