Creative Rationale

World Wildlife Fund Brief

Terri-Ann Sawyer

Ct18542

RATIONALE

Concept:

My concept for this brief is based around the saying, “Who died and made you God”. This initially came from the idea of Asia “playing God” through their actions upon the world. Therefore God relinquishes all his power to Asia, disgusted in their greed and arrogance as they dominate the world, consuming everything in their path without regard to the consequences. The link to the rhino’s is the tipping point for God who has stood aside and watch man destroy his creation.

“NO MORE, GOD IS DEAD AND ASIA IS THE NEW RULER OF THE UNIVERSE.”

My message: Join the World Wildlife Fund today and restore Asia to the path of righteousness. Help save the rhino from extinction.

Audience:  Consumers of rhino horn, therefore rich, power hungry Asian businessmen. As well as this I looked at persuading the general public to start a rumor in order to threaten those on top in Asia.

Print Advertorial:

Through the execution I wanted to portray that the rhino had to die in order for Asia to become God. The advertorial will be placed in the Times magazine where businessmen in Asia will see it. The image used is brutal and graphic to enhance the fact that Asia will stop at nothing to get what they want.

Radio Advertorial:

In the radio advert I wanted to initiate a live news reading of a breaking story that will capture the public worldwide. The newsreaders are American, because the World Wildlife Fund headquarters are in the US. The idea is that the Pope has closed down Catholic Churches around the world. Using a strong religious figure well known by many to get my message across. God has had enough, he is retiring because man just takes and takes, never stopping to think of the future or the brutality of their actions such as slaughtering rhino’s.

Television Advertorial:

In the Television advertorial I carried the same idea through as the radio. Using a live news channel to present the current situation. Again using the Pope to communicate my message of God giving up. Keeping it simple and informative at the same time. Ending the advertorial off with the WWF logo and an announcer. 

Final Print Advertorial

FINAL!!!!!

RADIO ADVERTORIAL

SFX

AUDIO

News intro song like (Sky or CNN.)

FVO: Today’s news with Jared McCarthy. MOV: Thanks Tina, we just received breaking news, the Catholic church has closed its doors. The Pope announced in a public statement, “God has given up on mankind because of Asia’s slaughtering of God’s creatures.” Asia’s current eradication of the rhino for its horn is booming. However science has proven the rhino horn to have no effect on humans. The Pope stated, “Since Asia wants to play God, doing and slaughtering what they please, why not let them be God.” The question now remains, will Asia continue to devour the world’s rhino population or will the masses fight back? Announcer: Join the World Wildlife Fund today and restore Asia to the path of righteousness.   Help save the rhino from extinction.

TELEVISION ADVERTORIAL

VIDEO	AUDIO	SFX
Screen swivels in the “BREAKING NEWS” backdrop. Then fades out. The two news reporters at their desk. Female news reporter in front of the Vatican amongst protestors. Camera shot changes, taking the audience back to the studio and in front of the newsreaders. Screen with the WWF logo on and all their contact information.	FVO: Today’s news with Jared McCarthy.  MVO: Thank you Tina. This just in, the Catholic church has closed its doors.  The Pope announced, “God has relinquished all power to man”, permitting Asia to become the ruler of the universe.  Now live to the Vatican with Wendy. FOV2: Jared the current situation has spiraled out of control. In the Pope’s recent statement he proclaims, “The decision is based on Asia’s eradication of the rhino for its horn which is used in traditional medicine.” While God abandons humanity, Asia assumes their right to authority. Exploiting the population of rhino’s for a belief proven ineffective to man. As you can see behind me, crowds are forming, rebelling against Asia’s extermination of the rhino’s. Back to you in the studio. MVO:  With Asia as God, the world as we know it seems to be disintegrating, starting with the rhino’s. The question is, will the massacre continue, or will people fight back? ANNCER: Join the World Wildlife Fund today and restore Asia to the path of righteousness. Help save the rhino from extinction.	Intro song: Dramatic, drums, high paced theatrical Chinese song. (Soft/background) chanting/yelling of angry protesters.

I died and you became god..But look at the protest you are causing

With the amount of rhino deaths due to their poaching God has turned his back!!

Now with no one to turn to..no God on your side you have to stand up and fight for what you believe in. Do not conform to the belief that the rhino horn will cure you. Do not be part of the rest of the top business crowd in Asia. Rhino horns have no effect on man. And as long you continue to kill them for their horn this world shall be punished!! Cursed and plagued by natures revenge. So stop and think before buying into the thriving black market and make the right choice.

JOIN the World Wildlife Fund today and stop rhino poaching!

Second draft: Who died and made you God".

The Advertorial layout.

In the either the Times magazine, the Economist, the Daily News or the Business Times. Have to be available in China and expose the type of current affairs and news.

First draft: "Who died and made you god".

Ideas for the advertorial layouts.

From Rhino

These are mock ups of the possible layout for the advertorial.