Brief 2 Concept development

The "one" and "shorter shower" concept did not seen enough on their own. I was thinking of something tangible that would remind people to have shorter showers.  The timers are all very well but  people, if they can be bothered measuring their shower water usage then using the timer will probably use it for a few weeks at the most then the novelty wars off.

These are some further straplines I developed:


I went back to exploring the idea of time,  is till think four minutes is too short especially given the target audience of British women aged 25 to 54

<6

-1

minus one minute MOM

Less than six

One Mission

FIX SIX

MIX six

SIX TICKS

Remember one less

Simple 

take

One

less

Simple

Save

One

Minute

SHOWER < 6

Still fresh as a daisy 

Squeaky clean

Just drop it

Take five

V

I have thought about changing coloured showers mats or curtains but the cost would probably not be viable.  Another avenue is something textured on the shower gel bottle.  this would act as a physical reminder every time a person has a shower even though its not actualy timing them if the campaign is strong enough it could just remind them.

I thought a plastic raised 'shower' symbol could be stuck placed on the bottle like epoxy resin dots.

This is almost too subtle so I started looking at other 3d effects such as Epoxy labels and then came across the Diamante gemstones.   

This gave me the idea of 'precious' or sparkle or shine. This may be a way into a 'campaign' name or strapline.

I experimented with creating Synonms using the words, SHINE, GEM but there were no obvious fits and they all felt too contrived

Precious

Bling

Rise anad shine

Take the Prescious Shorther Shower Promise

water is precious take a shorter shower

Shine n rise to the shorter shower challenge

Shorther showers Prescious planet

Sparkle when you take the shorther shower promise

Shine when you make the shorther shower promise

Star

Save time and 

Diamonds are a girls best friend

SShine Shower

Shorther shower habits invest n earth

Shorter showers help improve n experience

shorter showers half impact n earth 

shorter showers happy i n everyone

shorter showers have immediate n effect

shorter showers heal i nourish ecosystem

shorter showers hope in new erath

healthy

ideas

impact

include

influence

inspire

natural

Precious earth

Sshiny

Shorter shower habit  new year/ new you

shorter showers 

One Precious earth

Precious

Diamond becasue earth is not unbreakabe

Diamonds are forever

Diamond Shorter Shower Promise

Precious shower minutes

Please remember every in one shower

precious made simple

Kind to earth

Shorther showers quest made simple

Fresh as a daisy in five

gEM

Give every minute

Gift 

Global emissions minimised

Greenhouse effect miminmised

Greenhouse effect minutes

Gas Emissions Minimised 

Gentle to earth  m showers

generate 

G each minute

CRYSTAL

I settled on Protect Our Precious Planet as I liked the aspirational but nurturing tone of voice.  I like the link between the teardrops, water, diamonds and precious.  I also like the fact it could transfer to other sustainable issues not just water.

I developed the shower icon to include 'tear drop' shapes as I though this was more obvious.

   

 I then applied this idea to a bottle in Photoshop:

I like the idea of issuing Invitations to people to 'Protect our precious planet'

I am still proposing:

1.  A Simple Shower gel promotion campaign supported by instore point of sale, the 'precious' shower gel bottles, a magazine campaign, a presence on the Simple website, targeted invitations to the online users. The campaign will spell out the benefits of Shorter Showers to individuals, to Unilever and most importantly to the environment.  The articles will include step by step guides to shorter showers which offer a range of mechanisms to support the promise including an app available for download.

2.  This would be supported by a Summer family festival tour.  Invitations for free short showers offered in exchange for 'promising to support the campaign via a online sign up at the festival.