This is my response to my own creative brief, The Forest City. It’s actually tamed down from the original wild idea I had of a Jungle City, following on from feedback from my copywriting lecturer that, “climbing up branches to get to the meeting on the 13th floor doesn’t actually sound that appealing”. Here’s my advertisement for a ‘Forest City’, the original brief included below:
Smell the Green
The first of its kind anywhere in the world; a Forest City. Profitable for the economy, quietly ordered in its layout and wildly invigorating all at once.
Sounds impossible, but with simple planning it’s not.
Skyscrapers laced with strategic vines to allow the sunshine into offices, more invigorating than plain dead glass and metal ever has been. Parks given over to wildflowers, birds of prey and roaming deer guarded by a Stag, providing natural stimulation to the city workforce, shaking them out of their daydreams and into their senses. Rooftop canteens with canopies of trees, bees and birds overlooking business meetings, an environment inspiring leaders to strike new business deals of a bold new economy. And all of this in respect of the road, vehicle and pedestrian traffic, never impeding, always encouraging. Everyone alert and ready for work.
Starting to see to the forest city? Soon you can hear what people say.
Words of rapture and awe from tourists, the international market spending their money in this city they wished was their own. Scientists confirming the productive effect on workers, their sense of wellbeing and happiness improved by this living environment. And as the first city of it’s kind in the world to successfully balance ecology with order, those who took the first step in it’s creation will be applauded and emulated. Town planners will come to study the implementation of their own Forest Cities.
The legacy in history will be as lasting as the benefits for the economy. It all starts with planning approval.
Choose the Forest City for the CBD, and help us layout the boldest city in the world.
Plan for the Forest City of tomorrow. Start smelling the green today.
Big Ship Copywriting
Client: Architecture Firm
Project: Forest City
|Background Briefing: A major city wants to redevelop its CBD in the most original way possible, and is accepting submissions of concepts. Our architecture client takes inspiration from the following quote in Chuck Palahnuik’s novel Fight Club:
You are stalking Elk through the damp canyon forests around the ruins of the Rockefeller Centre…
You’ll climb the wrist-thick kudzu vines that wrap the Sears Tower. And when you look down, you’ll see tiny figures pounding corn, laying strips of venison on the empty car pool lane…
Rather than ruins and empty car pool lanes, the client wants to bring the forest back to city life in a mutually beneficial way for the economy and its workforce. City workers will walk along secure vine bridges to get to meetings between skyscrapers, feed corn to the deer over the fence during lunchtime and stay to dine amongst bird nested-rooftop trees after work. Economy and worker alike will be reinvigorated again.
|Problem: The perceived impracticality of this, that is is merely a fantasy, people won’t have time to manoeuvre around such an environment in their busy lives, it is unworkable with cards, roads, pavements and pedestrians
Opportunity: Demonstrate this environment’s ability to stimulate creative and productive business, boost happiness and wellbeing through connection to nature that is wild yet still quietly ordered and the incredible tourist revenues that will go to the first Forest City in the world.
|Business Objective: Get the CBD planners to believe the Forest City is the most viable and successful choice|
Demographic: 25-50 years old, 50/50 male/female, town planners, government officials.
Psychographic: People who like everything planned out, want every possible problem to have a solution worked out beforehand, possible lack of creative vision, play by strict rules, follow ‘the book’, look to their superiors for answers to new developments they haven’t handled before.
Key Desire: To be taken seriously by the Architects (because they want to be listened to as an authority and be obeyed), and by their superiors in elected government also.Key Proposition: The Forest City is profitable, functional and wild at the same time
Reasons to Buy In:
- The first city in the world to do this
- Going beyond the basic goal of environmental sustainability of increasing numbers of cities around the world, this is going to set the standard in re-establishing human connection with nature. Those who approve it gain historical credibility
- The positive effect of constant stimulation by nature on workers in the area include boosted happiness and productivity. A business article on these benefits: http://www.businessinsider.com.au/nature-boosts-productivity-2013-3. An article on the benefits of natural sounds http://www.dailymail.co.uk/sciencetech/article-3089947/Should-office-pipe-sound-mountain-stream-Researchers-say-natural-sounds-improve-productivity-boost-brainpower.html. The effect upon just seeing greenery http://www.washingtonpost.com/news/energy-environment/wp/2015/05/26/viewing-nature-can-help-your-brain-work-better-study-finds/
- Tourist revenue will be phenomenal. Tourist specific areas can also be set up (Forest Adventure parks etc)
- The environmental boost will be significant, bringing back ecological sustainability as well as industry opportunities (farming, cultivating, hunting)
Intended Response: “Wow, this will actually work!”