Assignment #7

 For this assignment I created a concept called "Black Friday Black-Out". The idea of this campaign is to encourage people to opt out of the Black Friday sales hype. Every year, stores stay open late and open early, sometimes staying open for 24 hours, using massive amounts of electricity to light and heat their stores for this one-day sale. To counteract and protest this wasteful display of consumerist culture, this campaign challenges people to turn off their TV and computer during 11/26/2010, turn out their lights and turn down their heat, and occupy themselves outside of their house or in low-impact ways. Some suggestions are going out for a walk, reading a book, spending time with families, going out to a local restaurant, etc.

Target Market: WWU students, particularly those already inclined to participate in something like "Buy Nothing Day". TM include males and females between the ages of 18 and 34, and administration and faculty, between the ages of 34 and 65. The TM is environmentally conscious and socially progressive.

Overall Objective:
 1.) Encourage people to opt out of the consumer culture fostered by Black Friday and similar sales.
2.) Reduce electricity usage by encouraging people to turn off the television and computer in order to get away from Black Friday advertising.
3.) Create a "black-out" on the day after Thanksgiving by encouraging people to turn off the television, turn off the lights, and go outside their home for the day instead of remaining inside with their electronic entertainments.



Creative Strategy: an emotional appeal, appealing to the rebellious feelings people may harbor against the endless onslaught of advertising.

http://en.wikipedia.org/wiki/Buy_Nothing_Day
http://en.wikipedia.org/wiki/Black_Friday_%28shopping%29