CHAMPION EUROPE “ROAD TO SUSTAINABILITY”
DESIGNING AND CREATING THE EDITORIAL PLAN
“ROAD TO SUSTAINABILITY” IS A LONG-TERM PROJECT LAUNCHED BY THE CHAMPION GROUP ON THE TOPIC OF SUSTAINABILITY. WE FOLLOWED THE DESIGN AND CREATION OF THE COMMUNICATION DESIGNATED FOR THEIR MAIN SOCIAL MEDIA PAGES. “WE BELIEVE THAT IT IS OUR RESPONSIBILITY TO PROMOTE BEHAVIOURS AND ACTIONS THAT WILL PROTECT THE PLACE WE ALL CALL HOME.” THE IDEA WAS TO PRESENT THE ENTIRE PROJECT, HELPING THE CONSUMER TO FEEL CLOSER TO THE COMPANY AND ITS COMMITMENT TO PURSUE SIGNIFICANT GOALS IN TERMS OF SUSTAINABILITY.
CHAMPION’S VISION OF THE “ROAD TO SUSTAINABILITY” INCLUDES ACTIVITIES AIMED AT IMPROVING PEOPLE’S LIVES, PROTECTING THE PLANET, AND MORE SUSTAINABLE PRODUCTION. THIS PROJECT IS BEING DEVELOPED THROUGH FOCUSED ACTIONS THAT CHAMPION HAS DECIDED TO UNDERTAKE BETWEEN NOW AND 2030, WITH WHICH THEY WANT TO PURSUE A SUSTAINABLE APPROACH IN ITS BROADEST SENSE: “PEOPLE”, “PLANET” AND “PRODUCT”. A CONCRETE, VARIED ACTION PLAN THAT IS REFLECTED IN THE EDITORIAL PLAN CREATED FOR THEIR SOCIAL MEDIA PROFILES. COORDINATING THE WORK TOGETHER WITH THE CHAMPION GROUP, WE HAVE SHARED THE PROJECTS ONE BY ONE OVER THE MONTHS. THE FOCUS IS NOT ON SPECIFIC COLLECTIONS OR SINGLE PRODUCTS, BUT ON SHARING A BROADER VISION THAT INVOLVES ALL ASPECTS OF THE GROUP.
THE CRUCIAL POINT WAS TO SHARE THE PROJECT IN A SIMPLE, QUICK WAY, CONVEYING THE SAME PASSION THAT GUIDES CHAMPION TO THE PUBLIC. THIS IS WHY EVERY TOPIC WAS DEVELOPED WITH AN ADVERTISING IMAGE, FOUR EXPLANATORY PHOTOS AND A VIDEO-INTERVIEW. THESE ELEMENTS PUT TOGETHER TELL A COMPLETE VISUAL, TEXTUAL AND AUDITORY STORY. WE ORGANISED AND CARRIED OUT PHOTOSHOOTS AND VIDEO-INTERVIEWS, WHICH ARE NECESSARY TO DESCRIBE CHAMPION’S “PILLARS”. THE PEOPLE ARE ALMOST ALWAYS THE PROTAGONISTS, AND THEY APPEAR NATURAL AND DOWN-TO-EARTH. IN A FEW CASES, THERE ARE ALSO EMPLOYEES OF THE GROUP FEATURED, A SIGN OF THE STRONG COHESION WITHIN THE COMPANY. THE MESSAGE THAT COMES ACROSS IS THAT OF “CHANGE”, “UNITY” AND “POSITIVITY TOWARDS THE FUTURE”. THE CONTENT OF THE EDITORIAL PLAN WAS PRODUCED IN VARIOUS FORMATS TO BE SHARED ON THE OFFICIAL INSTAGRAM AND FACEBOOK PROFILES, BOTH IN “FEED” FORMAT AND AS “STORIES”. THE PROJECT HAD A TIMEFRAME OF AROUND SIX MONTHS, IN WHICH SPACE WAS DEDICATED TO SIX PUBLICATIONS FOR EACH “STORY”. A STORY WHERE THE SUSTAINABILITY OF THE PLANET IS CLOSELY LINKED TO ETHICS AND THE CHOICES OF EVERY SINGLE COMPANY/INDIVIDUAL. ALL THE POST-PRODUCTION WAS KEPT HIGHLY NATURAL, GENUINE AND REAL, CREATING EMPATHY IN THOSE LOOKING AT THE PHOTOS.
THE VIDEO-INTERVIEWS REFLECT THE SAME SIMPLICITY AND EMOTION PRESENT IN THE PHOTOS: WE TOOK CARE OF EVERY DETAIL, INCLUDING THE VOICEOVER. THE MODELS SPEAK ON BEHALF OF THE COMPANY, AND DESCRIBE THE KEY CONCEPTS IN A FEW CONCISE PHRASES.
