Photography and Visuals
Photography and Visuals
Project date: May to August 2019.
Brief: Do a portfolio in a personal interest area, with a 8000 words report and assets. The selected subject was e-waste and how can Apple bring awareness to the problem, by encouraging people to change their behaviours towards the future of their older devices.
Background: Electronic Waste (e-waste) has been growing thanks to the exponential increase of information and technology revolution, making e-waste one of the fastest-growing waste streams The U.K. is the sixth-highest producer of e-waste in the world, according to Enviro Waste (2017) and the biggest country in Europe to export illegally toxic waste to developing countries.
To control this problem, Greenpeace has been urging since 2011 to make tech companies transition to renewable energy and to make design longer-lasting products to reduce e-waste. Tech companies are being recommended to adopt a ‘trade-in’ programme for products which are returned by customers for disposal. To help bring awareness to this problem, in this project Apple will be the platform used to encourage people to make sustainable decision and influence other tech companies, as Apple can act as a catalyst for change and is the most influential and relevant brands to consumers, according to Wealth Manager Team (2018) in The 25 most powerful UK consumer brands at CityWire.
The overall objectives for this Apple campaign are to increase the use of the Apple Trade In programme and to bring awareness to a new Instagram account @applenvironment. In the long-term, Apple aims to bring together other tech companies to work on more sustainable choices and encourage people to adopt sustainable behaviours — greener choices that make greener memories.
In this campaign, Apple takes the role to inspire change and build new communities.
When displaying consistent messages across a number of OOH ads, the brand will increase the familiarity and establish confidence when choosing the brand. With billboards and posters, Apple will make people familiar with the programme and that being said, every time the users come across the Apple Trade In, they will associate it with the campaign which they have seen in the OOH ads.
The purpose of this account is to increase awareness of sustainability and what Apple has been doing in this subject and giving the latest news in new sustainable practices. This account will build a community of people who is concerned about e-waste and the impact it can have on the environment.
On the new Instagram account, Apple will ask people to share their thoughts after using the Apple Trade In programme, by sharing a picture or a video using the #greenermemories. This will keep the audience engage and bring awareness to the campaign in the long term.
The approach in this videos are friendly. According to Griffiths, A. (2018) in How Emotional Targeting Can Double Purchase Intentat UNRULY, emotion inspires action, perhaps drives sales. By having this approach in this campaign, who sees it will find nostalgia since they will remind how much they have used their device and that they could something impactful next time they are think of getting a new product.
By having the device talking to the watcher, it is almost telling that even if they have made so many memories, nothing lasts forever, and it is time to move on and do one last great thing together that will remind in their “minds” forever. That last memory will be green since they have done something that protects the planet from being even more damaged due to the extraction of resources.
\\Credits
Photos: Pexels.com
Voice-overs: Arsh Sandhu; Carolina Pereira; Thomas Bull; Carlos Serra
Actors: Hugo Sampaio; Johnathan Jose; Cristina Tudor; Arsh Sandhu; Emanuel Machado; Georgiana Ioannou; Carolina Pereira.
Studios: Birmingham City University
Videographer: Carolina Serra Pereira
Editing: Carolina Serra Pereira
The whole project was managed and made by me, Carolina Serra Pereira.