THE BRIEF THIS COMPETITION IS RUN IN SUPPORT OF OXFAM S MAKE TRADE FAIR CAMPAIGN SUPPORTERS 1
CONTENTS THE BRIEF TERMS & CONDITIONS COMPETITION INFORMATION 3 6 7 2
THE BRIEF We re looking for a big, brilliant idea to help make world trade fair. We want an idea which when brought to life, will mobilise people to act for the fair trade cause and sign the Big Noise petition. Your idea should embrace new forms of communication to give a global audience the opportunity to participate, interact, create and act to spread the message. With great ideas we can help Oxfam s Make Trade Fair campaign. WHY DO WE NEED TO MAKE TRADE FAIR? Trade is one of the most powerful forces affecting our lives and a source of unprecedented wealth. Yet the benefits are not being shared by all: millions of the world s people are being left behind. Unfair trade rules are one of the biggest obstacles to development for every dollar given to poor countries in aid, they lose two dollars to rich countries because of unfair trade. Without addressing this unjust system poor countries will never be able to work their way out of poverty. OBJECTIVES OF THE CAMPAIGN PRIMARY OBJECTIVE Call to Action. The Big Noise is part of Oxfam s Make Trade Fair campaign Move people to help make international trade fair by signing the Big Noise petition. The Big Noise is a global mobilisation through a public petition that calls on decision-makers to change the existing unfair rules and practices of global trade. SECONDARY OBJECTIVE Awareness & Lifestyle Create awareness of trade issues and inspire people to take ongoing action in their own livesbe that buying fair trade goods or spreading the word about rigged rules and double standards in international trade. WHO ARE WE TALKING TO? Young people concerned with world issues but perhaps not yet inspired to act for the cause of trade justice. Make Trade Fair aims to reach everyone across every continent in the world north and south, rich and poor and your idea should reflect this. 3
WHAT DO WE NEED TO SAY? Join the movement to Make Trade Fair by signing the Big Noise petition. SINGLE MINDED PROPOSITION Make the Big Noise a whole lot noisier! WHAT YOUR CAMPAIGN REQUIRES A proposal / idea for a campaign, utilising a variety of non-traditional media, that involves the audience and drives them to the sign the Big Noise petition. The campaign should be focused more on audience participation than just passive communication. So, think about how the audience may become part of your campaign idea? How can the audience participate in amplifying the message? How might your idea attract mainstream media attention? How is it going to work across various media channels? SOME NON-TRADITIONAL MEDIA TO CONSIDER: Non-traditional media is about embracing all the opportunities new technologies and distribution offer today. Here are a few to consider: Public and live events, website, viral films, web networks, ambient and live outdoor communication, mobile marketing, G3, ring tones, consumer generated content, VJ sets, inflight entertainment, interactive TV, branded content, podcasts,, installations, media stunts, on-line and interactive games, guerilla marketing and email. Or anything else you think will help get your message out there in a BIG way! JUDGING CRITERIA The work will be judged upon its effectiveness to assist Oxfam s Make Trade Fair campaign and the Big Noise petition. It will also be judged based on originality, usability, utilisation of non-traditional media and its likelihood to make a difference. With input from the winner, the chosen campaign idea will be realised and potentially built upon with the support of some of the world s leading creative and media companies. Check out the website for a look at who s supporting the competition so far. 4
DON T FORGET, IT S GLOBAL! It s a global campaign so it will need to work in multiple languages where necessary. FOR MORE INFORMATION ON MAKE TRADE FAIR: www.maketradefair.org www.oxfam.org (includes links to all individual Oxfams around the world with more information) ENTRY DEADLINE 9th February 2007 COMPETITION ENTRY REQUIREMENTS All entries must be made online and submitted in PDF format. (see ENTRY section on competition site for details) Please attach and upload all work to the Make a Big Noise for Make Trade Fair holding site at this location. You can enter only once. Entries open on December 1st 2006. WHAT MATERIALS SHOULD BE SUBMITTED HERE? Whatever best conveys and explains your idea should be submitted to us in PDF format. ( File size 5 MB maximum ) This may be a written outline and / or a visual presentation. You should also outline your strategy regarding how your ideas would be implemented. Such strategy will be amplified and built on by the competition and participating partners but give us an idea of how you see it working. 5
TERMS AND CONDITIONS * To enter you must be born after November 17th, 1976 * Work will be judged by select competition judges, The Sweet Shop and Oxfam representatives. * The judges decision is final. * Entrants must not use copyrighted material (such as music and images) as part of their entry idea. Such music or images may not be available for the purpose of the resulting campaign production. The winning idea will be produced and implemented by The Rumpus Room and The Sweet Shop -who reserve the right to make the entire campaign as submitted, or those components of the campaign that they deem most relevant or workable. The winning idea may be expanded upon or implemented in additional ways to those outlined within the entry. This is to ensure it achieves maximum effectiveness and interaction with the target audience on a global scale. * The competition reserves the right to use elements from different entries in order to complete one final winning campaign. If this were to occur, any entrants who provide such creative would be credited as joint competition winners. * All campaign material will be available for Oxfam and its partners to re-use across all broadcast and distribution formats without payment to the creative. Credit will be co-branded ( competition entrant / Oxfam ), when used in public. The entrant also has the right to use all elements of the campaign for their own promotional purposes, including award show entry, book and showreel. * The entrant if judged a finalist or winner will make themselves available, as reasonably requested, for media comment or appearance. All work must be submitted online to the specified holding site in PDF format ( File size: 5MB max. ). Entries will not be returned. * Unsuccessful concepts shall remain the property of the entrant but may not be used in conjunction with the Oxfam brand or the Make Trade Fair campaign. 6
COMPETITION INFORMATION THE COMPETITION HOSTS WHO IS THE SWEET SHOP? Established in 2001, The Sweet Shop is an internationally renowned production company dedicated to producing outstanding TV commercials. In 2005, The Sweet Shop was recognised by leading North American commercial magazine Boards as one of the Top 20 Production Companies in the World, and also named New Zealand Trade and Enterprise Creative Exporter of the Year. In 2006, The Sweet Shop have been named Australasian Production Company Hotshop of the Year by Australian Creative Magazine and Production Company of the Year at New Zealand s AXIS Awards. With offices in Auckland, London and New York, they continue to evolve. The latest addition is The Rumpus Room, the creative collective through which the Make a Big Noise for Make Trade Fair campaign will be brought to life. For more information and a look at their work visit: www.thesweetshop.tv WHO IS THE RUMPUS ROOM? The Sweet Shop s new division - The Rumpus Room - is a creative collective of industry experts from all corners of the globe, who in partnership with The Sweet Shop will provide creative excellence in all areas of New Media communication where advertising is no longer limited to the traditional Television commercial WHO ARE YOUNG GUNS? YoungGuns is an organisation committed to rewarding work of excellence by those under the age of 30 working in creative advertising worldwide. This includes student and professional work, as well as that made for the YoungGuns competition itself. YoungGuns was created just for young global talent, for new ideas and perspectives, constantly creating new opportunities and new ways for young global talent to demonstrate their skills and ideas. Each year an online creative brief is posted by YoungGuns for a particular product, service or charity. Entrants from all over the globe then submit their ideas in response to the brief. With the numerous industry partners and sponsors, winning work is then celebrated as part of a global traveling exhibition and award showcase. 7
In 2006, partnered with international production company, The Sweet Shop, Young Guns will host Make a Big Noise for Make Trade Fair. In response, young creatives from all over the world will dream up campaign ideas, with the most relevant and exciting entry judged as winner. The winning campaign will then be brought to life by The Rumpus Room and competition supporters. Other partners will assist in streaming, hosting, distributing and promoting the campaign worldwide through various non-traditional media. For more information on the Young Guns competition, visit: www.ygaward.com. WHO IS OXFAM INTERNATIONAL? Oxfam International is a confederation of 13 organisations working together with over 3,000 partners in more than 100 countries to find lasting solutions to poverty, suffering and injustice. With many of the causes of poverty global in nature, the 13 affiliate members of Oxfam International believe they can achieve greater impact through their collective efforts. Across the world, Oxfam seeks increased public understanding that economic and social justice are crucial to sustainable development. Oxfam strives to be a global campaigning force promoting the awareness and motivation that comes with global citizenship, while seeking to shift public opinion in order to make equity the same priority as economic growth. WHAT IS MAKE TRADE FAIR? Make Trade Fair is a campaign by Oxfam International and its 13 affiliates, calling on governments, institutions, and multinational companies to change the rules so that trade can become part of the solution to poverty, not part of the problem. We know that real change will only come when large numbers of people demand it. Trade is one of the most powerful forces linking our lives, and a source of unprecedented wealth. Yet the benefits are not being shared by all: millions of the world s people are being left behind. Make Trade Fair campaigns to change the rules of world trade so they work for everyone north and south, rich and poor. Visit www.maketradefair.com and the other Oxfam affiliate websites listed for more information. You ll need to research for informed and relevant creative for your campaign. WHAT IS MAKE A BIG NOISE FOR MAKE TRADE FAIR? Make a Big Noise for Make Trade Fair aims to be a groundbreaking non-traditional media campaign to make a difference. 8
It s a worldwide competition for young creatives to dream up a non-traditional media campaign for Make Trade Fair. The winning idea will then be brought to life by The Rumpus Room at The Sweet Shop to be distributed through new media channels across the globe with the help of supporters. The key objective of the campaign is to increase Big Noise petition signings worldwide. WHAT IS THE BIG NOISE? The Big Noise is part of the Make Trade Fair campaign. Big Noise is a global mobilisation through a public petition that calls on decision-makers to change the existing unfair rules and practices of global trade. The Big Noise: Spreads information about the injustices of the current global trading system and provides opportunities for people to come together in a call for change Is diverse and inclusive it belongs to the people who join it Is about working together with organisations that have large constituencies of people Makes a noise in the public sphere (e.g. through media and popular events) to encourage as many people as possible to join Aims to join voices across the world making the biggest noise in history to show that millions of people want to Make Trade Fair AND Is used proactively at national and international levels to put pressure in decision makers to make trade work for poor people People can currently sign the Big Noise by: Signing a petition Recording their voices at a big noise event Signing up online at www.maketradefair.com and at Oxfam affiliate websites By SMS at concerts and other events WHAT IS NON-TRADITIONAL MEDIA? Embracing all the opportunities of new technologies and distribution today. This welcomes the use of: public and live events, website, viral films, web networks, ambient and live outdoor communication, mobile marketing, G3, ring tones, consumer generated content, VJ sets, in-flight entertainment, interactive TV, branded content, podcasts, installations, media stunts, on-line and interactive games, guerilla marketing and email - or that which hasn t even been thought of yet. What makes non-traditional media so relevant is its ability to interact and engage with people. In the sense that they can participate in the communication and help it grow. 9