Create a visual identity for our Plan A campaign and develop campaign elements to bring your identity to life!
Background
Marks and Spencer is one of the UK’s leading retailers with over 21 million customers visiting our stores every week. We sell high quality, great value clothing and home products and outstanding quality food.We source our products responsibly from over 2,000 suppliers across the world. Over 76,000 people work for M&S in the UK and in 41 territories overseas.
We launched Plan A in January 2007 – ‘committing to change 100 things over 5 years, because we’ve only got one world and time is running out.’
Three years on, we have made good progress against our five Plan A pillars: Climate Change, Waste, Natural resources, Fair partner and Health and Wellbeing – achieving 62 of the original 100 Plan A commitments.
So, in March 2010, we unveiled and expanded a more demanding Plan A, setting out 80 new commitments for the next five years and our ambition to become the world’s most sustainable major retailer by 2015.
Plan A Achievements
Plan A has helped us to innovate and start changing the way we do business.Since 2007 we’ve:
- Cut carbon emissions from our operations by 80%.
- Improved store efficiency by 19%.
- Reduced amount of waste sent to landfill by 33%.
- Reduced weight of packaging on our Clothing and Home products by 36% and in Food by 20%.
- Used 400 million fewer carrier bags than in 2006 / 07.
The Creative Challenge
Despite very high awareness of Plan A and the achievements this has delivered, our customers recently told us that it felt like, “It is all about M&S talking about themselves, to us. We want to be involved, and we want helpful advice on how we can start to ‘do the right thing' in our own lives.”Your challenge is to take Plan A’s corporate success and use it as a springboard to inspire consumers to follow in our footsteps.
We need an icon, logo or family of identity elements that can work and come to life in all of our consumer communication channels. This will be the shorthand through which our customers identify our Plan A products and services. We want this to be evocatively engaging in the way that the WWF panda logo is.
A campaign would run across all manner of channels; these would include:
- Advertising – TV, Press, Outdoor, Radio.
- Windows – Can we use them in an interactive way with customers in 530 stores across the UK?
- In Store – Where should we communicate? How should we communicate?
- M&S Magazine – We produce 6 issues a year with a 1m circulation and 4m readers.
- Online / CRM / PR / Social media – An approach for Plan A across all activity that is engaging, simple and makes common sense.
- Packaging and carrier bags – What could we do with our corporate media vehicles to communicate Plan A in an inspiring and engaging way?
Creative Considerations
The principles for the identity and campaign must be simple – we need to make the complex clear, relevant and practical – we need to tell emotional stories that people can act on:Inclusive – we want to show that we’re on this journey together.
Grounded – Our call to action will be grounded in everyday life.
Inspiring – We will always be finding new ways to do the right thing.
Tone of Voice
Authoritative, humble, complicit, honest and engaging.Our Website
For more information about M&S Plan A go to http://plana.marksandspencer.com/Submission Guidelines
The deadline for submitting work is 6pm on the 25th March 2011.
There is no entry fee to submit work.
All submissions must be sent, or brought, to:
You may respond to as many of the briefs as you wish.
There is no entry fee to submit work.
All submissions must be sent, or brought, to:
You may respond to as many of the briefs as you wish.
All submissions must be in the English language.
You may submit work as an individual or as a team. Teams can consist of as many people as you wish.
Submissions are welcomed from overseas.
Logos and other information listed in individual briefs, can be found online in project packs that accompany each brief.Submissions are welcomed from overseas.
Key dates
Submission deadline: 6pm, March 25th 2011.
- Initial round of examination and assessment: April and May 2011.
- Commendations published June 2011.
- Student Awards Ceremony - September 2011.
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