The breif i have choosen

CREATE A 30 SECOND TV COMMERCIAL TO CELEBRATE
BELU WATER
Advertising
Belu
Sponsored by Weilands
The brief
Create a 30 second TV commercial to celebrate Belu water.
Proposition
Start a chain reaction.
Mandatory requirements
• A single execution suitable for TV and online
• Include Belu’s logo (available at the URL below) and the URL www.belu.org
Tone of voice and brand values
Belu produces delicious water in beautiful bottles, is the most environmentally friendly brand on the
market and all its profits go to clean water projects, both in the UK and around the world. It aims to
raise the bar within the industry and expose its laziness towards current issues.
Most of all Belu aims to make a real difference to the lives of those without accessible, clean drinking
water. Your creative should be infectious, positive, playful, fun, friendly and focus on solutions rather
than problems.
Target audience
The ‘do what I can’ consumer – people who have an understanding about the world’s problems and
want to make a difference, but who aren’t prepared to go out of their way to do so. They want to ‘do good’
but only if it is easy; for example, they probably won’t spend more to buy organic or fair trade products.
Background
Belu is far more than just bottled water. It was established to address the fact that a quarter of
the world’s population still does not have access to clean drinking water. 100% of Belu’s profits
go to clean water projects around the world; in fact we’ve calculated that every bottle sold provides
water for one person for one month – therefore one person alone really can start something good.
Belu has launched the UK’s first biodegradable bottle with the hope that it will trigger a new era of
friendly plastics. Made from corn it is compost-able in just 12 weeks, hence it is grown from the
land and returns to it without leaving a mark. Belu is also the first brand of its kind to measure,
reduce and offset all the carbon emissions released in the process of bottling, transporting and
disposal of drinking water. Belu was awarded ‘Social Enterprise of the Year’ by the Duke of Kent,
has won design awards for its glass bottles, was the official water at the 2007 Live Earth concert
at Wembley and is endorsed by many high profile individuals including the singer Bryan Adams!
Further information
• www.weilands.co.uk/captured/
• www.belu.org
• www.dandad.org/studentawards08
Deliverables
Storyboard(s) mounted on no more than four A2 or A3 boards and/or finished movies (see “Digital
Work Specification” at D&AD URL above).
Brief set by
Camilla Wood, Weilands and Ian Duff, Belu.
D&AD Student Awards 2008
www.dandad.org/studentawards08